Thus the purpose of this study is to analyze the marketing promotion strategy implemented by PT Kalbe Farma Tbk's Marketing Area to build competitiveness and improve the pharmaceutical industry, especially in selling generic drugs. Business strategy is a tool that gives a company a competitive advantage. Competitive advantage is a prerequisite for companies to maintain the desired competitive advantage in order to remain profitable and sustainable. consumer purchases continue to increase, advertising and other promotional tools must be balanced by giving discounts and gifts that increase sales value. The research method used is a qualitative approach research method. Qualitative methodology is a research procedure that produces descriptive data in the form of written or spoken words from people and observable behavior. Data collection techniques are carried out by analyzing literature related to research, scientific journals, books, magazines and others. He admitted that 400 of Kalbe's products were also copies of generic foreign products. Through Innogene, Kalbe will be listed as the first local pharmaceutical company to launch various innovative and original products made by Kalbe. The results show that from the analysis of external factors, the opportunities for foreign market distributor promotion strategies for Kalbe are: good pharmaceutical market growth, product innovation and patents, pharmaceutical regulatory policies that benefit incumbent players, information technology capabilities, product technology capabilities and processes, capabilities of economies of scale, broad product lines, ability to build quality. and supply chain capabilities.

This study aims to find out how the financial condition happened in the case of the IPDN project at the company Pt. Hutama Karya. In this case, the project case is reviewed by analyzing the financial problems that occur in it. The research method used is quantitative by taking a comparative calculation approach between 2021 and 2022, which type of research uses a secondary data approach obtained from annual financial reports for a period of 1 year, namely 2021-2022, books, journals, and other sources. other.
The results of the research can be concluded that the company PT. Hutama Karya experienced a decrease in profitability in 2022 where the performance of financial companies in the 2022 period decreased, from the results of the gross profit margin analysis it can be seen that the proportion of company revenue decreased by a difference of 1% and from the results of the profitability analysis using the ratio of return on assets decreased reached 0.08% above the profit from managing the company's resources and assets.