ANALYSIS OF CULINARY MSMEs MARKETING MANAGEMENT THROUGH PRODUCT STRATEGY: CASE STUDY OF ES BANG UDIN MSMEs
DOI:
https://doi.org/10.61167/jumpe.v3i3.235Kata Kunci:
Product Strategy, Marketing Management, MSMEs, Competitive Advantage, Resource-Based ViewAbstrak
This study aims to analyze product strategy as part of marketing management in Es Bang Udin MSMEs in responding to competition in the culinary industry. The background of this research is based on the intense competition faced by small-scale culinary businesses, which requires MSMEs to develop sustainable competitive advantages. This study employs a qualitative descriptive approach using a case study method. Data were collected through in-depth interviews with the business owner, direct observation of production and marketing activities, and documentation as supporting data. Data analysis was conducted thematically based on the Resource-Based View approach and Porter’s Five Forces model. The findings indicate that the product strategy of Es Bang Udin MSMEs is developed through the utilization of internal resources, particularly the owner’s knowledge and experience in maintaining product quality, flavor consistency, and freshness. Product differentiation based on quality was found to be effective in building customer loyalty despite high competitive pressure and the presence of substitute products. This study concludes that effective management of internal resources and adaptation to industry competition are essential for the success of MSMEs product strategies.
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