https://ingreat.id/index.php/jumpe <p><strong>JUMPE</strong> (Journal of Marketing Management) is a scholarly journal focused on the development of knowledge in the field of Marketing Management. It serves as a platform for the publication of academic research and as a medium for the exchange of information and scholarly works among academics and practitioners.</p> <p>JUMPE is published by the Indragiri Research Center (Ingreat) under the auspices of the Alfaizan Putra Harapan Indragiri Foundation. The journal is issued three times a year, specifically in the months of January-April, May-August, and September-December.</p> <p>The primary aim of JUMPE is to expand and enhance academic performance and contribute to the development of Marketing Management knowledge. By providing a venue for the dissemination of high-quality research, JUMPE aims to facilitate the sharing of findings, ideas, and innovations that enrich the discipline of Marketing Management.</p> Indragiri Research Center (ingreat) en-US JUMPE (JURNAL MANAJEMEN PEMASARAN) 3089-5847 https://ingreat.id/index.php/jumpe/article/view/235 <p>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.</p> Alya ulfa Vicky F Sanjaya Copyright (c) 2026 JUMPE (JURNAL MANAJEMEN PEMASARAN) 2025-12-31 2025-12-31 3 3 109 118 10.61167/jumpe.v3i3.235