This thesis explore the challenges faced by Y-Mex granite in the Indonesian wholesale building material industry, specifically within the competitive granite market. PT GIAS, the parent company, is deadling with resistance from retailers due to perceived high pricing and lack of brand awareness of Y-Mex granite. The objective is to provide strategic recommendations to overcome these challenges, improve retailer acceptance, and increase brand awareness. Relevant theories such as Price Image Theory and Reference Price Theory will guide the analysis, while strategic business methods including PESTLE, SWOT,TOWS, Gap Analysis, and the MECE Principle will be utilized to identify solutions. The project will span 12 weeks, involving data collection from interviews, store visit, and competitor analysis. Deliverables include a final thesis report, strategic recommendations, and presentations materials aimed at enhancing Y-Mex's market positioning. The project conludes thar the organization should strengthen value-based selling and brand communication, while the industry should strengthen transparent quality standards and ethical pricing. This project addreses Y-Mex granite's high price perception and low awereness through value framing, premium positioning, and free sample initiatives. Recommendations includE: for the organization, enhance value-based seliing; for the industry, promote transprent standars; for the bussines(Y-Mex), use targeted sampling and premium positioning; and for customers, prioritize long-term value over price. Limitations include a narrow scope, short duration, and qualitative data. Future projects should expand the scope, include end-user insight, and track long-term impacts.