Analisis Implementasi Strategi Bauran Pemasaran 7P pada Usaha Tempe Mendoan

Abstract

The purpose of this research is to study how to implement marketing mix strategies in the Tempe Mendoan business. The current global pandemic, namely Corona Virus Disease (Covid-19), is hampering all community activities. The social distance system implemented to minimize the spread of virus transmission, on the other hand, has a negative impact. One of the elements most affected by the social distancing system is the workforce. Many workers were laid off and even laid off (termination of employment) due to the decline in company activity. Therefore, people are expected to become more creative and innovative individuals so that they can survive in meeting their daily needs, especially in this pandemic era. One way is to create an SME (Small and Medium Enterprise) which can be done at home by utilizing existing technology. Mendoan tempeh is a traditional culinary product that has great potential in the food market. In Indonesia, tempe mendoan has become an inseparable part of culinary culture, offering a distinctive taste that is appetizing. However, in the midst of increasingly fierce market competition, an effective marketing strategy is crucial to maintaining and increasing the competitiveness of this product. However, the large number of competitors and the current pandemic conditions mean that the Tempe Mendoan business must have a good and mature marketing strategy, namely the 7P Marketing Mix strategy. The research method the author uses is phenomenology with a qualitative approach. Data collection techniques are carried out by observation and documentation related to research. The research results show that the application of the 7P marketing mix method can provide development to the businesses run by MSMEs in Tempe Mendoan.