ANALYSIS OF MARKETING STRATEGY AND HUMAN RESOURCE QUALITY ON SALES TARGET ACHIEVEMENT AT PT. SHIELD ON SERVICES IN MANADO CITY

Abstract

The aim of the study is to analyze marketing strategies and human resource quality and their influence on achieving sales targets at PT. Shield On Services Manado Branch. The background of this research is based on the increasing competition in the security service industry, which requires the company to adopt adaptive marketing strategies and professional human resources to support the achievement of sales targets. The study employed a qualitative descriptive approach through in-depth interviews, observation, and documentation. The results show that the company’s marketing strategy currently combines direct promotion (presentations, brochures, proposals) with the use of digital media, although its utilization remains limited. Human resource quality plays a major role in client retention, particularly through discipline, professionalism, and the skills of field personnel. The main challenges faced by the company are intense price competition, limited digital promotion, and client demands for higher HR standards. The study concludes that marketing strategies and HR quality are closely related in supporting the achievement of sales targets. Recommendations include strengthening digital promotion, improving HR training, and maintaining good relationships with existing clients.