Marketing Strategy Analysis in Developing Brick Roster Business from Rice Husk Waste

Abstract

This study analyzes the marketing strategy for the development of an eco-friendly brick roster business made from rice husk waste (Huskbrick) as an innovation in sustainable building materials. The objective is to identify market potential, formulate marketing strategies, and evaluate business development prospects. The research applies a descriptive analysis using both primary and secondary data, including market studies, marketing mix strategies (product, price, promotion, distribution), and financial projections. The findings show that Huskbrick holds competitive advantages through product differentiation as an eco-friendly, aesthetically valuable, and competitively priced material. Promotional strategies rely on a combination of direct marketing (exhibitions, collaboration with contractors, building material stores, and architects) and digital marketing (social media and WhatsApp Business) to enhance brand awareness and sales. The production capacity is projected to capture 17.7% of the Manado market in 2025, with market demand forecasted to reach 646,925 units. In conclusion, Huskbrick’s marketing strategy is considered effective in expanding market share while supporting sustainable development principles through the utilization of rice husk waste.