Corn Seed Products Marketing Management at PT. Maxxi Agri Indonesia

Manajemen Pemasaran Produk Benih Jagung PT. Maxxi Agri Indonesia

Abstract

The corn seed industry in Indonesia continues to grow, driving intense competition in the market. One such company is PT Maxxi Agri Indonesia, which operates in the corn seed industry. To face this competition in the corn seed market, integrated marketing management is required. This applied study aims to describe the implementation of marketing management practices at PT Maxxi Agri Indonesia through the MBKM internship program and identify practical improvements to support marketing activities. This applied study employed a descriptive approach based on direct participation during the MBKM (Merdeka Belajar Kampus Merdeka) internship, supported by field observations, documentation, and interviews with company representatives to describe the implementation of the marketing mix 7P (product, price, place, promotion, people, process, and physical evidence) in practice. The implementation results indicate that marketing management operates in an integrated and well-organized manner, both in terms of organizational structure and marketing activities. Marketing management is based on team coordination, with performance metrics directly applied in the field. However, challenges remain regarding the intensity of promotions and the lack of training for field marketing staff on corn seed products. Therefore, there is a need to increase the intensity of promotions in a more structured manner and provide training on corn seed product information for field marketing staff.