BUSINESS STRATEGY FORMULATION FOR SALES RECOVERY FOLLOWING A DECLINE

Dimas Surya Bhaskara

doi:10.59211/mjpjetl.v4i2.395

Educational Research and Evaluation Open access

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Journal: Journal of Education and Teaching Learning
ISSN: e-ISSN 2986-3015 · p-ISSN 2986-3791
Issue: Vol.4 No.2 October (2026)
Section: Educational Research and Evaluation
Pages: 83-100
Article ID: 395
Submitted: 31-07-2026
Published: 21-08-2026
Language: English
License: CC BY-NC-SA 4.0
DOI: 10.59211/mjpjetl.v4i2.395

BUSINESS STRATEGY FORMULATION FOR SALES RECOVERY FOLLOWING A DECLINE

Authors

Dimas Surya Bhaskara Universitas Widya Gama Malang
- Conceptualization
- Methodology
- Writing – Original Draft Preparation

DOI:

https://doi.org/10.59211/mjpjetl.v4i2.395

Keywords:

Marketing Strategy, Product Innovation, Operational Efficiency, Market Conditions, Sales Performance, Dynamic Capability Theory

Abstract

This study aims to analyze the influence of marketing strategy, product innovation, and operational efficiency on sales performance, with market conditions serving as a mediating variable at PT Inti Prima Rasa. The study is motivated by the company's sales performance decline in 2024, which was influenced by changing market conditions, increasing competition, and operational challenges within the bakery and pastry ingredients industry serving the HoReCa segment. This research employs a quantitative explanatory approach using a survey method. The respondents consist of managers and supervisors of PT Inti Prima Rasa. Data will be collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The research model examines the direct effects of marketing strategy, product innovation, and operational efficiency on sales performance, as well as the mediating role of market conditions. This study adopts Dynamic Capability Theory as its grand theory, emphasizing the importance of organizational capabilities in sensing, seizing, and transforming resources to respond effectively to environmental changes. The findings are expected to contribute to the development of strategic management literature and provide practical recommendations for PT Inti Prima Rasa in formulating sustainable sales recovery strategies and enhancing long-term competitiveness.

Authors and contributors

DSB
Indonesia

Author

Universitas Widya Gama Malang ROR
- Conceptualization
- Methodology
- Writing – original draft
Dimas Surya Bhaskara
Author

Affiliation

Universitas Widya Gama Malang ROR

Country

Indonesia

CRediT

Conceptualization, Methodology, Writing – original draft

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References

[1]. Abdullah Ali, K., Mustafa Ameen Ameen, A. A., & Farhad Ali Tirwanshi, K. (2024). The Impact of Marketing Strategy on the Sales Performance: A study of Micro and Small enterprises’ owners. IROCAMM-International Review Of Communication And Marketing Mix, 7(1), 65–86. https://doi.org/10.12795/IROCAMM.2024.v07.i01.04

[2]. Agustia, D., Haryanto, S. D., Permatasari, Y., & Midiantari, P. N. (2022). Product innovation, firm performance and moderating role of technology capabilities. Asian Journal of Accounting Research, 7(3), 252–265. https://doi.org/10.1108/AJAR-12-2021-0266

[3]. Ahmad Roihan Allutfi, Yulianingsih Yulianingsih, & Palahudin Palahudin. (2025). Pengaruh Orientasi Pasar dan Inovasi Produk terhadap Kinerja Pemasaran UMKM Makanan Ringan di Kecamatan Caringin, Kabupaten Bogor. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 4(1), 321–330. https://doi.org/10.55606/jimak.v4i1.5128

[4]. Alkhatib, S. F., & Momani, R. A. (2023). Supply Chain Resilience and Operational Performance: The Role of Digital Technologies in Jordanian Manufacturing Firms. Administrative Sciences, 13(2), 40. https://doi.org/10.3390/admsci13020040

[5]. Ampa, A. T. (2023). The Influence of Innovation on Increasing Sales of MSME Products. International Journal of Integrative Sciences, 2(11), 1821–1832. https://doi.org/10.55927/ijis.v2i11.6943

[6]. Chiarelli, A. (2021). The impact of dynamic capabilities and market orientation on firm performance: a case study of higher education consulting firms. Small Business International Review, 5(1), e312. https://doi.org/10.26784/sbir.v5i1.312

[7]. Correia, R. J., Dias, J. G., & Teixeira, M. S. (2021). Dynamic capabilities and competitive advantages as mediator variables between market orientation and business performance. Journal of Strategy and Management, 14(2), 187–206. https://doi.org/10.1108/JSMA-12-2019-0223

[8]. Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik dan aplikasi menggunakan SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.

[9]. Grant, R. M. (2016). Contemporary Strategy Analysis (9th ed.). Wiley.

[10]. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An introduction to structural equation modeling. In Partial least squares structural equation modeling (PLS-SEM) using R: a workbook (pp. 1–29). Springer.

[11]. Harjadi, D., Fatmasari, D., & Nurhasanah, A. S. (2020). Market orientation and product innovation to increase competitive advantages and its impact on marketing performance. Al-Amwal: Jurnal Ekonomi Dan Perbankan Syari’ah, 12(1), 12–21.

[12]. Hermawati, A., & Sembhodo, A. T. (2022). Marketing strategy with path analysis in increasing competitive advantage in tourism industry smes in east java. Journal of Theoretical and Applied Information Technology, 100(20), 5931–5940.

[13]. Hermawati, A., Sembhodo, A. T., & Wulandari, W. (2024). Individual performance, innovation culture and quality of work life: A study of impact on governance and marketing performance. Journal of Governance & Regulation, 13, 266–272.

[14]. Kotler, Philip., Armstrong, Gary., & Opresnik, M. O. . (2021). Principles of marketing (18th ed.). Pearson.

[15]. Kusuma, M., & Dharyanti, I. S. N. (2023). The Effect Of Product Innovation And Competitive Advantage On Sales(Case Study of Syarah Bakery Shop, Bengkulu City). Jurnal Ekonomi, Manajemen, Akuntansi Dan Keuangan, 4(3). https://doi.org/10.53697/emak.v4i3.1262

[16]. Lee, R. (2021). The Effect of Supply Chain Management Strategy on Operational and Financial Performance. Sustainability, 13(9), 5138. https://doi.org/10.3390/su13095138

[17]. Leonidou, L. C., Palihawadana, D., Aykol, B., Nilssen, F., & Christodoulides, P. (2025). Dynamic Capability Drivers and Performance Outcomes of Strategic Import Planning: The Moderating Role of Organizational Resources and Market Factors. Management International Review, 65(4), 637–672. https://doi.org/10.1007/s11575-025-00582-8

[18]. Munir, B. M., Kolefiyan, I., Devi, S. P., Widyantari, R. N., & Anshori, M. A. (2025). Dampak Product Inovation Dan Marketing Inovation Terhadap Kinerja Pemasaran Pada Pelaku UMKM Bidang Kuliner Melalui Kinerja Inovasi Sebagai Pemediasi. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(1), 55–66. https://doi.org/10.31004/riggs.v4i1.372

[19]. Negi, P., Jaiswal, A., & Rekunenko, I. (2025). Supply Chain Resilience, Organizational Effectiveness, and Firm Performance: A Systematic Review and Future Research Agenda. Sage Open, 15(4). https://doi.org/10.1177/21582440251393994

[20]. Nopriyantoro, D., Subagyo, S., & Widodo, M. W. (2023). Keunggulan Bersaing Memediasi Inovasi Produk dan Orientasi Pasar Terhadap Kinerja Pemasaran UMKM. Prosiding Simposium Nasional Manajemen Dan Bisnis, 2, 814–825.

[21]. Nurpratama, M., Sonjaya, N. S., Yudianto, A., & Agung, I. (2024). Studi Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM di Kabupaten Indramayu. Jurnal EMT KITA, 8(3), 822–831. https://doi.org/10.35870/emt.v8i3.2406

[22]. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587–632). Springer.

[23]. Sugiyono. (2025). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. ALFABETA, CV.

[23]. Sulaiman, M. A. B. A., Asad, M., Awain, A. M. S. B., Asif, M. U., & Shanfari, K. S. Al. (2024). Entrepreneurial marketing and performance: contingent role of market turbulence. Discover Sustainability, 5(1), 492. https://doi.org/10.1007/s43621-024-00710-8

[24] Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350.

[25]. Tenenhaus, M., Vinzi, V. E., Chatelin, Y.-M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159–205. https://doi.org/10.1016/j.csda.2004.03.005

[26]. Tidd, Joseph., & Bessant, J. R. . (2021). Managing innovation : integrating technological, market and organizational change. Wiley.

[27]. Utami, D., Mulyono, L. E. H., & Furkan, L. M. (2022). The effect of market orientation and product innovation to increase marketing performance moderated by creativity. International Journal of Social Science Research and Review, 5(2), 20–36.

[28]. Wahyuningsih, T., Liestyana, Y., & Pamungkas, G. J. (2022). The Analysis of Supply Chain Management, Competitive Advantage, and Company Performance: A Study on SMEs in Sleman Regency, Indonesia. Journal of Business and Organization Management, 1(2), 181–192.

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Published

21-08-2026

Issue

Vol.4 No.2 October (2026)

Section

Educational Research and Evaluation

URN

https://nbn-resolving.de/urn:nbn:de:0000-mjpjetl.v4i2.3954

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References

. Abdullah Ali, K., Mustafa Ameen Ameen, A. A., & Farhad Ali Tirwanshi, K. (2024). The Impact of Marketing Strategy on the Sales Performance: A study of Micro and Small enterprises’ owners. IROCAMM-International Review Of Communication And Marketing Mix, 7(1), 65–86. https://doi.org/10.12795/IROCAMM.2024.v07.i01.04 DOI Google Scholar
. Agustia, D., Haryanto, S. D., Permatasari, Y., & Midiantari, P. N. (2022). Product innovation, firm performance and moderating role of technology capabilities. Asian Journal of Accounting Research, 7(3), 252–265. https://doi.org/10.1108/AJAR-12-2021-0266 DOI Google Scholar
. Ahmad Roihan Allutfi, Yulianingsih Yulianingsih, & Palahudin Palahudin. (2025). Pengaruh Orientasi Pasar dan Inovasi Produk terhadap Kinerja Pemasaran UMKM Makanan Ringan di Kecamatan Caringin, Kabupaten Bogor. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 4(1), 321–330. https://doi.org/10.55606/jimak.v4i1.5128 DOI Google Scholar
. Alkhatib, S. F., & Momani, R. A. (2023). Supply Chain Resilience and Operational Performance: The Role of Digital Technologies in Jordanian Manufacturing Firms. Administrative Sciences, 13(2), 40. https://doi.org/10.3390/admsci13020040 DOI Google Scholar
. Ampa, A. T. (2023). The Influence of Innovation on Increasing Sales of MSME Products. International Journal of Integrative Sciences, 2(11), 1821–1832. https://doi.org/10.55927/ijis.v2i11.6943 DOI Google Scholar
. Chiarelli, A. (2021). The impact of dynamic capabilities and market orientation on firm performance: a case study of higher education consulting firms. Small Business International Review, 5(1), e312. https://doi.org/10.26784/sbir.v5i1.312 DOI Google Scholar
. Correia, R. J., Dias, J. G., & Teixeira, M. S. (2021). Dynamic capabilities and competitive advantages as mediator variables between market orientation and business performance. Journal of Strategy and Management, 14(2), 187–206. https://doi.org/10.1108/JSMA-12-2019-0223 DOI Google Scholar
. Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik dan aplikasi menggunakan SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro. Google Scholar
. Grant, R. M. (2016). Contemporary Strategy Analysis (9th ed.). Wiley. Google Scholar
. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An introduction to structural equation modeling. In Partial least squares structural equation modeling (PLS-SEM) using R: a workbook (pp. 1–29). Springer. Google Scholar
. Harjadi, D., Fatmasari, D., & Nurhasanah, A. S. (2020). Market orientation and product innovation to increase competitive advantages and its impact on marketing performance. Al-Amwal: Jurnal Ekonomi Dan Perbankan Syari’ah, 12(1), 12–21. Google Scholar
. Hermawati, A., & Sembhodo, A. T. (2022). Marketing strategy with path analysis in increasing competitive advantage in tourism industry smes in east java. Journal of Theoretical and Applied Information Technology, 100(20), 5931–5940. Google Scholar
. Hermawati, A., Sembhodo, A. T., & Wulandari, W. (2024). Individual performance, innovation culture and quality of work life: A study of impact on governance and marketing performance. Journal of Governance & Regulation, 13, 266–272. Google Scholar
. Kotler, Philip., Armstrong, Gary., & Opresnik, M. O. . (2021). Principles of marketing (18th ed.). Pearson. Google Scholar
. Kusuma, M., & Dharyanti, I. S. N. (2023). The Effect Of Product Innovation And Competitive Advantage On Sales(Case Study of Syarah Bakery Shop, Bengkulu City). Jurnal Ekonomi, Manajemen, Akuntansi Dan Keuangan, 4(3). https://doi.org/10.53697/emak.v4i3.1262 DOI Google Scholar
. Lee, R. (2021). The Effect of Supply Chain Management Strategy on Operational and Financial Performance. Sustainability, 13(9), 5138. https://doi.org/10.3390/su13095138 DOI Google Scholar
. Leonidou, L. C., Palihawadana, D., Aykol, B., Nilssen, F., & Christodoulides, P. (2025). Dynamic Capability Drivers and Performance Outcomes of Strategic Import Planning: The Moderating Role of Organizational Resources and Market Factors. Management International Review, 65(4), 637–672. https://doi.org/10.1007/s11575-025-00582-8 DOI Google Scholar
. Munir, B. M., Kolefiyan, I., Devi, S. P., Widyantari, R. N., & Anshori, M. A. (2025). Dampak Product Inovation Dan Marketing Inovation Terhadap Kinerja Pemasaran Pada Pelaku UMKM Bidang Kuliner Melalui Kinerja Inovasi Sebagai Pemediasi. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(1), 55–66. https://doi.org/10.31004/riggs.v4i1.372 DOI Google Scholar
. Negi, P., Jaiswal, A., & Rekunenko, I. (2025). Supply Chain Resilience, Organizational Effectiveness, and Firm Performance: A Systematic Review and Future Research Agenda. Sage Open, 15(4). https://doi.org/10.1177/21582440251393994 DOI Google Scholar
. Nopriyantoro, D., Subagyo, S., & Widodo, M. W. (2023). Keunggulan Bersaing Memediasi Inovasi Produk dan Orientasi Pasar Terhadap Kinerja Pemasaran UMKM. Prosiding Simposium Nasional Manajemen Dan Bisnis, 2, 814–825. Google Scholar
. Nurpratama, M., Sonjaya, N. S., Yudianto, A., & Agung, I. (2024). Studi Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM di Kabupaten Indramayu. Jurnal EMT KITA, 8(3), 822–831. https://doi.org/10.35870/emt.v8i3.2406 DOI Google Scholar
. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587–632). Springer. Google Scholar
. Sugiyono. (2025). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. ALFABETA, CV. Google Scholar
. Sulaiman, M. A. B. A., Asad, M., Awain, A. M. S. B., Asif, M. U., & Shanfari, K. S. Al. (2024). Entrepreneurial marketing and performance: contingent role of market turbulence. Discover Sustainability, 5(1), 492. https://doi.org/10.1007/s43621-024-00710-8 DOI Google Scholar
Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. Google Scholar
. Tenenhaus, M., Vinzi, V. E., Chatelin, Y.-M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159–205. https://doi.org/10.1016/j.csda.2004.03.005 DOI Google Scholar
. Tidd, Joseph., & Bessant, J. R. . (2021). Managing innovation : integrating technological, market and organizational change. Wiley. Google Scholar
. Utami, D., Mulyono, L. E. H., & Furkan, L. M. (2022). The effect of market orientation and product innovation to increase marketing performance moderated by creativity. International Journal of Social Science Research and Review, 5(2), 20–36. Google Scholar
. Wahyuningsih, T., Liestyana, Y., & Pamungkas, G. J. (2022). The Analysis of Supply Chain Management, Competitive Advantage, and Company Performance: A Study on SMEs in Sleman Regency, Indonesia. Journal of Business and Organization Management, 1(2), 181–192. Google Scholar

Cite this article

Dimas Surya Bhaskara (2026). BUSINESS STRATEGY FORMULATION FOR SALES RECOVERY FOLLOWING A DECLINE. Journal of Education and Teaching Learning, 4(2), 83–100. https://doi.org/10.59211/mjpjetl.v4i2.395

@article{dimassuryabhaskara2026,
  author = {Dimas Surya Bhaskara},
  title = {BUSINESS STRATEGY FORMULATION FOR SALES RECOVERY FOLLOWING A DECLINE},
  journal = {Journal of Education and Teaching Learning},
  year = {2026},
  volume = {4},
  number = {2},
  pages = {83--100},
  doi = {10.59211/mjpjetl.v4i2.395},
  url = {https://doi.org/10.59211/mjpjetl.v4i2.395},
  issn = {2986-3015},
  publisher = {PT Media Jurnal dan Pendidikan}
}

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