Analysis of A Marketing Management MSME Food Products

Authors

  • Anisa Putri Kusumaningrum Universitas Nasional
  • Anita Swantari Trisakti Institute of Tourism, Jakarta
  • Ragil Ryadi National University, Jakarta
  • Noor Sultan Irgi Wibowo National University, Jakarta
  • Davi Ayu Andini National University, Jakarta

DOI:

https://doi.org/10.59889/ijembis.v3i3.317

Keywords:

Marketing Management, MSME Food Product, SWOT Analysis, Marketing Mix

Abstract

This study explores Sabana Fried Chicken, an Indonesian MSME specialising in halal fried chicken. Examining its inception in 2008, vision, mission, and SWOT analysis, the research highlights key factors contributing to its success: unique taste, high-quality ingredients, and effective customer service. Despite strengths, challenges include location limitations and supply dependence. Opportunities for expansion, menu diversification, and delivery services are identified, while threats stem from strong competitors, changing consumer preferences, regulations, and economic conditions. The marketing mix analysis reveals an affordable pricing strategy, strategic outlet locations, limited yet effective promotional activities, and a product focus on halal, delicious, and nutritious offerings. This case study offers insights for MSMEs navigating the dynamic landscape of the fast-food industry.

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References

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Published

2023-09-30

How to Cite

Kusumaningrum, A. P., Swantari, A. ., Ryadi, R. ., Wibowo, N. S. I. ., & Andini, D. A. . (2023). Analysis of A Marketing Management MSME Food Products. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 3(3), 1240–1244. https://doi.org/10.59889/ijembis.v3i3.317

Issue

Vol. 3 No. 3 (2023): September 2023

Section

Articles

License

Copyright (c) 2023 Anisa Putri Kusumaningrum, Anita Swantari, Ragil Ryadi, Noor Sultan Irgi Wibowo, Davi Ayu Andini

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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