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Lecithin is a food additive that is commonly used for many things including biscuit segmentation company. PT Tegar Inti Sentosa is the main distributor of lecithin supplied from Cargill for the market in Indonesia, especially for the East Java region. The market in the biscuit segmentation increases each year, but PT Tegar Inti Sentosa's sales of lecithin to segmentation companies are relatively stagnant. This study aims to analyze the causes of these problems and recommend marketing strategies to increase Lecithin sales in East Java. Case studies are used in this research. Data are collected through interviews and secondary data. Results are the causal factors that came from internal and external within companies which were translated and analyzed through 5M on the fishbone. From the analysis, suggestions are made that are expected to reduce the problems that occur such as holding training and collaboration with third parties.