Analysis of the Implementation of Marketing Mix Strategy in Chickinku MSME Tasikmalaya

Abstract

With the culinary industry growing rapidly, competition among MSMEs has intensified, making effective marketing techniques crucial for survival. The marketing mix (4Ps)—product, pricing, location, and promotion—forms the theoretical basis of this subject and is one method that may be utilized. The purpose of this study is to examine the marketing mix strategy and its application at Chickinku Culinary MSME in Tasikmalaya, and to identify the challenges encountered throughout this process. This study's premise is that businesses in the food service industry may benefit from a more competitive posture and increased customer appeal via the strategic use of the marketing mix (4Ps). The study used a descriptive qualitative methodology, gathering data through interviews, documentation, and observation. According to the findings, Chickinku has successfully executed its marketing mix strategy by offering a wide range of products at reasonable prices, promoting them through social media and culinary events, and distributing them through various digital platforms and physical locations. The location, however, still has certain issues, most notably a lack of parking and commercial space. The marketing mix plan has been executed to a reasonable degree; nevertheless, optimization in the location aspect is still required to increase consumer comfort and sustainably boost the firm’s competitiveness