Direct Sales Research Articles

An empirical review of HR practices and modernization in India\'s retail sector

The success of an organization largely depends on its human resources. Human Resource Management (HRM) plays a vital role in achieving the organizational objectives. The retail sector has played a phenomenal role in India with a tremendous contribution to the Indian economy. The market after 2021 has been an eye-opening time for the Indian retail sector. The industry saw a decline of 8.5% in FY 2021, but it recovered in 2022 to reach $836 billion with an 81.5% contribution from traditional retail. However, the COVID-19 disruptions led to a rapid increase in e-commerce and digital adoption. Now, brands across segments are concentrating on increased online presence and direct sales as customers continue to shop online. This study concentrates on HR challenges in the retailing industry of the Chennai Region. In this article, the HR practices are analysed through HR planning, training, and selective hiring factors using Chi Square Test, ANOVA, Correlation and Regression.

Analisis Implementasi Fatwa DSN-MUI Nomor 75 Tahun 2009 Tentang Kehalalan Produk Vaporizer dalam penjualan Langsung Berjenjang Syariah PT. BEST

The aim of this research is to find out the halal law for vaporizer products in multi-level direct sales or sharia Multi Level Marketing (MLM). This research method uses qualitative field research by relying on interview techniques and documents that support the analysis of this research. The results of this research found that first, a Vaporizer (electric cigarette) is a device that works by heating liquid to produce vapor that is inhaled by the user. Second, PT Bandung Eco Sinergi Teknologi (BEST), a company that implements the PLBS system. PT. BEST sells various kinds of products, one of which is Vaporizer. Based on the results of the discussion, the law on Vaporizers traded by PT BEST is the same as Vaporizers sold in general because they use the same materials and are dangerous to health. It is recommended for PT BEST which implements the PLBS system not to sell products that are haram in terms of their substance or method of use.

Marketing of processed aren agroindustry (kolang–kaling) rokan hulu district

The purpose of this study was to look at the marketing of processed sugar palm agroindustry (Kolang – Kaling) in Rokan Hulu Regency. This research was carried out by Rokan Hulu Regency because Rokan Hulu Regency is one of the regencies that has a large distribution of palm plants and has developed in the household industry. This research was carried out using a survey method on consumers who consume palm agro-industrial products, namely kolang-kaling. Respondent collection was carried out using the Simple Random Sampling method. The survey was conducted purposively which aimed to find out how the marketing process of kolang-kaling products occurred in Rokan Hulu Regency. The results show the response of consumers to the appearance of the product, packaging that still does not use special packaging, and the absence of product labels. Meanwhile, in terms of price, kolang-kaling follows the prevailing price in the market, which is Rp. 10,000 – 15,000. The distribution of kolang-kaling is carried out to traditional markets only, and promotional activities are still carried out on a limited basis (direct sales).

Manufacturer vs. Retailer: A Comparative Analysis of Different Government Subsidy Strategies in a Dual-Channel Supply Chain Considering Green Quality and Channel Preferences

As escalating environmental pollution results from economic development, the green supply chain is vital in enhancing ecological quality. In light of the rapid growth of online shopping, the dual-channel supply chain has gained significant popularity. Governments have implemented policies to achieve carbon peaks and neutrality worldwide. Considering green quality and channel preferences, this study constructs a Stackelberg model led by the manufacturer within a dual-channel supply chain to compare the effects under two government subsidy strategies. A Stackelberg game-theoretic approach is applied to analyze the model. The findings indicate the following: (1) Increases in the subsidy coefficient can increase product greenness and the overall profit in both subsidy strategies, which makes sense; (2) When direct sales channels become dominant, subsidizing the manufacturer proves superior to subsidizing the retailer in terms of promoting green quality and overall profit, which extends existing studies of government subsidy decisions. Furthermore, subsidizing the retailer may negatively affect the total supply chain profit; (3) Consistent with previous literature, intense competition between manufacturers and retailers is expected to enhance the overall profit of the supply chain; (4) Interestingly, customer preference for online channels does not influence product green quality under manufacturer subsidization strategies but exhibits a negative impact under retailer subsidization strategies. Finally, this research provides managerial implications for decision-makers and potential issues for future research.

Deteksi Kesehatan Keuangan Industri Department Store Selama Periode 2020 – 2022 Menggunakan Financial Discriminant Models Altman Z-Score

This study aims to determine the condition of the company's financial health during the 2020-2022 period. The sampling technique used is purposive sampling. This research was conducted on department store companies. The data used in this study is secondary data obtained from the websites of each company. This research tries to find the factors causing the decline in the company's liquidity level through the company's financial report data during the 2020-2022 period, based on the research conducted several factors were found to be the phenomenon of a decrease in the level of sales that occurred due to the impact of social restrictions large-scale so that it affects the company's sales level and disruption of the company's cash flow. From the results of the research conducted, the authors hypothesize several solutions that other similar companies can use in dealing with the impact of the crisis, some example is to create new market options that utilize technology such as increasing market networks and dividing the ratio of direct sales and indirect sales. Research results and theoretical implications obtained by the authors are expected to be used for the next 2-3 years after the crisis ends.

Analysis on Tesla's Marketing Strategy

With the seriousness of energy consumption and environmental pollution as well as the world's attention to environmental protection, the global attention to new energy vehicles is getting higher and higher. This article aims to analyze Tesla's three marketing strategies (direct sales strategy, building charging network, and word-of-mouth marketing) to analyze its competitive advantages and defects in the market through SWOT analysis, PEST analysis and qualitative research. The study found that Tesla has been effective in all three of these marketing approaches, but that certain changes and enhancements need to be made as the market evolves. And this thesis also gives some suggestions for improvement on the basis and background of this research to help Tesla better generate profits and increase customer satisfaction and loyalty. Overall, Tesla has been very successful and effective in its marketing strategy and will have room to improve even better after going through the improvement process.

Research on pricing strategy of dual-channel supply chain based on blockchain technology under carbon trading

In the context of the dual-carbon goal, it is of great significance to study the application of blockchain technology in the dual-channel supply chain under the carbon trading mechanism for the carbon emission reduction of enterprises and the overall profit maximization of the supply chain.In this paper, two decision models of the supply chain under secondary carbon trading are constructed to analyze the two cases of whether to adopt blockchain technology. Stackelberg model is used to study the impact of blockchain technology on the pricing decision of the dual-channel supply chain under carbon trading, and the two models are compared and analyzed.According to the research results, after the application of blockchain technology, wholesale prices, direct sales prices, retail prices, and profits of retailers and manufacturers have increased compared with the non-use of blockchain technology, which is conducive to promoting the development of carbon emission reduction for manufacturers.

Sustainable business models in SMEs: The customer’s perspective


 
 
 The main purpose of the study is to identify the relationship between sustainability goals and measures of the degree of sustainable policy implementation, as well as the customer perspective as determined by the business model (BM) template of A. Osterwalder and Y. Pigneur. In the conducted research, the customer perspective takes into account five elements of the BM and each element was examined by several characteristics. The elements of the BM from the customer perspective are: customer segment, value proposition, distribution channels, customer relationships, and revenue. The study used the authors’ survey questionnaire, in which respondents, who were enterprises in the SME sector, answered questions about their own BM divided into three layers – business, social, and environmental. The results were statistically analysed using SPSS STATISTIC 28 software and a logit model was developed to verify the significance of the relationship between the binary variables studied. 303 enterprises participated in the survey, 59% of which were enterprises guided by sustainability goals (SGs) in their BMs. However, only 27% of those surveyed had measures of the degree of sustainable policy implementation.
 
 
 
 The conducted research confirmed that acting in accordance with SGs is strongly related to customer-oriented elements of the business model, such as (1) customer segregation by sex or by level of environmental awareness, (2) value proposition – an environmental orientation, (3) distri- bution channels – direct sales online, (4) customer relationships through dedicated personal assistance or automated service based on personal customer profiles, (5) revenue – sales of products and services. Slightly different results were obtained for using measures of the degree of the SD policy implementation, where the highest correlation occurred for: (1) main customers – manufacturing entrepreneurs, (2) customer segregation by end-user experience or by level of involvement in socially important issues, (3) value proposition – strengthening democracy, (4) distribution channels – wholesale stores are run by partners, (5) customer relationships through self-service or automated service based on personal customer profiles or involving customers in the product development process, (6) revenue – rental/lease/leasing or licenses.
 
 
 
 
 

A stakeholders’ perception: Turkish aquaculture sector under COVID-19 pandemic effect with consideration of anthropogenic stressors

The Turkish aquaculture sector is growing very rapidly, yet the impacts of the pandemic on both sea and inland water operations remain unclear. To provide a knowledge baseline based on stakeholders, we carried out a rapid assessment in the present study. The primary objectives were to evaluate the stakeholder perceptions regarding economic loss attributed to the COVID-19 pandemic, the effectiveness of implemented mitigating measures, and the overall impact on health and wellbeing. The study also asked respondents about the disruption and loss they felt as a result of the consequences of anthropogenic stresses over the previous ten years. Out of 195 survey participants, only 107 completed and were assessable (73 from land-based farms and 34 from sea-based farms). Ninety percent of those surveyed said they had suffered various levels of financial loss as a result of the COVID-19 epidemic, especially in land-based systems. Loss of market and clients appeared to be a major issue, particularly for land-based farmers. To deal with the problem, sea-based farmers tried to develop integrated aquaculture systems, change farming systems and increase the link with scientists, whereas land-based operations preferred changing marketing methods such as direct sales to consumers, substitute market and processing methods to deal with the problem. The respondents reported higher loss associated with anthropogenic stressors, namely diseases and heat waves. Our results suggest that the decision-makers should be more prepared for such unexpected crises and take anthropogenic stressors into account when designing future recovery strategies for this productive sector.

A threatened heritage: Sustainable alternatives for Mediterranean small-scale fisheries

This study underscores the crucial role of small-scale fisheries (SSF) in promoting sustainable fishing practices within the Mediterranean context, emphasizing the necessity to align fisheries commerce with local seafood consumption. SSF in the Mediterranean, particularly in the Balearic Islands, are vital for local communities, contributing significantly to fish catches, while being deeply intertwined with cultural heritage and traditional values. However, these fisheries face several threats, including resource depletion, management strategies favouring fleet reduction, and increase of seafood imports. Our research investigates the relationships between the local fishing sector and resident population, exploring perspectives on sustainability. We examine SSF activities and perceptions through face-to-face questionnaires in nine fishing ports and assess seafood consumption habits through phone questionnaires. The study reveals an aging fishing sector rooted in family traditions that face administrative hurdles in implementing strategies such as fish tourism and direct sales, but seeks to enhance local product consumption. Despite the traditional relevance of fish in the Mediterranean diet, our findings also show low consumption of fresh and local seafood due to consumer’s limited knowledge on local species and related cooking methods and perceived high costs. However, the cultural importance of these products remains undiminished. To reinforce the cultural heritage of SSF and improve the future perspectives of the sector, we advocated for a multi-pronged approach, including raising consumers’ awareness about local species, controlling local prices, and promoting certified products through a reduction in the administrative burden and by promoting the active involvement of SSF.

A novel additive for enhancing biomass energy production from agro-industrial wastes: synthesis of hydrophobic nanoporous silica aerogel and its effect on methane production

AbstractAnaerobic digestion (AD) is one of the most preferred processes for the treatment of organic waste. However, additional processes such as co-digestion, pretreatment, and additive addition continue to be explored to remove the limits on the applicability of AD. This study investigated the effects of hydrophobic nanoporous silica aerogel (NpSA) synthesized from waste rice husks on the anaerobic co-digestion (AnCD) of the mixture consisting of sewage sludge and fruit processing industry wastes. All bioreactors containing NpSA-free, 0.1 g, 0.2 g, 0.5 g, and 1 g NpSA (0.03–0.3 gNpSA/gVSadded) were operated in a mesophilic-batch process. Biogas and methane yields increased from 346 mL/gVS (NpSA-free) to 387 mL/gVS and from 231 mL/gVS (NpSA-free) to 288 mL/gVS, respectively, with 0.1 g NpSA addition. NpSA additive increased biogas production in all bioreactors compared to the blank. However, biogas production rate and methane content increased faster at lower doses of NpSA. Maximum soluble chemical oxygen demand (sCOD), protein, carbohydrate, and volatile solid (VS) reductions were between 45–71%, 35–54%, 44–65%, and 34–91% for NpSA added mixtures, respectively. The hydrophobic NpSA additive was effective in improving the AnCD performance and biogas/methane production. Experimental results fit the kinetic models frequently preferred in such AD processes. In addition, the possible energy and financial potential of the produced methane were also discussed, and it was determined that the direct sale of methane gas produced by the addition of NpSA in the global market could provide 1.4 $/Lmixture more financial gain than the mixture NpSA-free. Graphical Abstract

Development of marketing management for pomelo products in Samut Songkhram province, Thailand

The study presents a comprehensive examination of the market potential for Pomelo products in Samut Songkhram Province, Thailand, aiming to enhance marketing management strategies. It delves into consumer motivations, attitudes, and purchasing intentions towards Pomelo products, utilizing structural equation modeling to assess influencing factors. Samut Songkhram is identified as a prime region for Pomelo cultivation due to its unique river estuary soil enriched with minerals, creating a distinct taste profile influenced by a mix of saltwater, brackish water, and freshwater, dubbed the three-water area. This geographical and environmental advantage contributes to the high quality and consumer preference for the large white Pomelo variety indigenous to the area. The study explores two primary agricultural practices for growing large white Pomelos: self-cultivation by landowners and orchard leasing by other farmers. Additionally, it investigates two main distribution methods: direct sales at the farm and self-managed sales by farmers or orchard owners. A quantitative analysis involving 400 potential customers, including tourists and out-of-area customers, was conducted to gauge purchase intentions. Results from structural equation modeling indicate a significant and positive relationship between consumer motivations, attitudes, and purchase intentions, underlining the integrated influence of these factors on consumer behavior towards Pomelo products. These findings highlight the critical role of understanding consumer dynamics and the environmental uniqueness of Samut Songkhram’s Pomelos in developing targeted marketing strategies. The research underscores the significance of leveraging the unique characteristics and cultivation heritage of Samut Songkhram Pomelos to foster product differentiation and appeal, suggesting a need for innovative marketing approaches that resonate with the distinct quality and taste profiles of these local fruits.

Evaluative Exploration of Data Monetisation Platform Capabilities

The article explores the capabilities of various data monetization platforms, such as Gener8, Datacoup, Datawallet, and Swash, highlighting their innovative approaches, user benefits, ethical considerations, and privacy implications. Through comparative analysis, the study examines how these platforms transform personal data into economic value, offering users different methods for monetizing online behaviour, social media interactions, and web activity. Gener8, for instance, rewards users for ad viewing and enhances online shopping experiences, while Datacoup allows for direct data sales, emphasizing user consent and transparency. Swash offers a passive income model through a browser extension, prioritizing user privacy and employing blockchain technology for secure transactions. The article delves into the ethical and privacy concerns arising from data commodification, advocating for robust regulatory frameworks and transparency in data transactions. It concludes that while these platforms offer new opportunities for personal data monetization, they also necessitate careful consideration of privacy implications, underscoring the need for ongoing dialogue around the value of personal data and individuals' rights in the digital marketplace.

Strategy Analysis Using the Business Model Canvas Method

This research aims to analyze the Business Model Canvas of Hendys Bakery, which comprises nine elements: customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The research adopts a qualitative descriptive research method, employing semi-structured interviews for data collection. The analysis reveals that Hendys Bakery's customer segments encompass individuals of all ages, including tourists visiting attractions in Deli Serdang Regency and Medan City. Value propositions consist of quality products with delicious and fresh taste (bread and cakes), attractive packaging, affordable prices, and a variety of more than eight product types. Customer relationships are fostered through effective communication, easy ordering processes, bulk purchase discounts, and secure packaging for online transactions. Channels for distribution include online promotions and sales via social media, direct sales, collaborations with large supermarkets, and participation in events or bazaars. The primary revenue streams for Hendys Bakery originate from direct sales and sales through gift shops, minimarkets, or supermarkets in Tembung. Key resources comprise production facilities, equipment, high-quality cake ingredients, and appealing packaging. Key activities involve diverse product manufacturing processes and direct sales. Key partnerships for Hendys Bakery include raw material suppliers (flour, butter, sugar producers), local government, financial institutions, supermarkets/minimarkets, and gift shops. To enhance its business model, Hendys Bakery needs to focus on improving customer relationships, channels, revenue streams, key resources, key activities, key partnerships, and cost structure. However, customer segment and value proposition elements require maintenance rather than improvement.

Integrated Marketing Communication Strategy of Tourism Awarness Groups in Order to Promote Tourism Village

The tourism industry has an important role as one of the driving forces of national economic growth. One of them is Kelawi Tourism Village in Lampung. The tourism village is managed by tourism awareness groups (Pokdarwis) which are individuals who have an interest and care about the development of local tourism based in rural areas. The purpose of this study is to analyze the integrated marketing communication strategy carried out by Pokdarwis Minang Rua Bahari in an effort to promote Kelawi Tourism Village. This research uses the constructivism paradigm with a qualitative descriptive approach and case studies as the method. Data collection techniques are carried out by in-depth interviews, observation and analysis of related documents. The results showed that in an effort to develop tourism potential in Kelawi Tourism Village, an integrated marketing communication strategy was applied consisting of three stages of the process, namely planning, implementation, and evaluation. The planning phase begins with the identification of the target audience. Pokdarwis Minang Rua Bahari implements various forms of integrated marketing communication in the implementation stage by adopting the concept of 8 promotion mixes using the concept of promotion mix including advertising, personal sales, sales promotion, public relations and publications, interactive marketing, events and experiences, word of mouth marketing, and direct sales. In its implementation, Pokdarwis has not formulated an integrated marketing communication strategy in a comprehensive, integrated, and sustainable manner. This is a form of evaluation carried out periodically as a basis for continuous promotional steps.

Hybrid Distribution Model and Market Penetration of Consumer Electronics in Nigeria

In a geographically large and diverse market like Nigeria, gaining full-scale market penetration for consumer goods can be a herculean task due to inadequate transportation infrastructure, and lack of robust channel structure. This study sought to mitigate this challenge by investigating the causality between hybrid distribution model and market penetration. It specifically aimed to determine the influences of direct and indirect distribution on market penetration of consumer electronics in Nigeria. The study adopted cross-sectional research design. Primary data were obtained from 384 major distributors of consumer electronics in Port Harcourt, Calabar and Ikeja through a structured questionnaire. Snowball and quota sampling techniques were applied to recruit respondents for the survey. The data obtained were analyzed using descriptive statistics and the hypotheses of the study were tested using multiple linear regression. The findings of the study revealed that even though both direct and indirect distribution strategies had significant positive influences on market penetration of consumer electronics in Nigeria, the indirect distribution approach had a higher contribution to market penetration. Hence, the study concluded that hybrid distribution model strategically enhances the ability of manufacturers of consumer electronics to achieve extended market penetration in Nigeria. Therefore, we recommended that: manufacturers of consumer electronics should establish direct distribution outlets in Nigeria such as company warehouses, manufacturer-owned retail stores, corporate online stores, and direct sales representatives in order to effectively sell products to customers while eliminating the prospects of third-party adulterations, counterfeiting and other unwholesome practices of middlemen; and there is need for manufacturers of consumer electronics to collaborate and strategically partner with capable intermediaries like wholesale distributors, retail chain stores, independent retailers, online marketplaces, authorized dealers and market traders to achieve extended market coverage and ensure their products are extensively available in the Nigerian market.

Is the proliferation of private standards acting as a non-tariff trade barrier in agrifood trade? Evidence from Chilean grape exports

PurposeThe purpose of this paper is to describe and analyze the impacts that the recent proliferation of private and overlapping standards is having in the trade of agricultural products from developing countries.Design/methodology/approachIn a first stage industry experts in the Chilean fresh fruit trading industry were interviewed to understand the perceived impact that private standards are imposing in the industry. These interviews allowed to identify the market case study, table grapes, the landscape of private standards and their prevalence in different countries. In a second stage, a gravity trade model for trade in table grapes was estimated, with a focus on the more stringent countries identified by experts in the first stage.FindingsWe show evidence that the proliferation of private standards required by large European retailers has diverted trade away from more stringent countries that require more certifications (and into less stringent European markets). We also show that the costs of these additional certifications have been shared by trading partners, via an increase in direct sales, as opposed to consignment (the traditional marketing mode), which is associated with higher prices.Research limitations/implicationsThe impacts of the recent proliferation of private and overlapping standards in international trade needs to be better understood both by the legal and economic literature. While the use of private standards has been growing since the 1990s, there is a recent trend of large European retailers imposing their own and overlapping standards that needs to be better understood to inform policy.Originality/valueWhile there is a thin literature on the impact of private standards on trade, most of this has studied the effects of the now de facto mandatory GlobalGAP certification. However, there is a recent trend by large European retailers of demanding their own private certifications, together with other already existing overlapping private standards. This study describes and analyzes the impacts of this rather new trend.

Barriers and drivers of farmers to provide outdoor access in pig farming systems: a qualitative study

Part of the farmers have chosen to raise pigs with outdoor access. However, providing outdoor access to pigs is not a simple matter, and many farmers are hesitating or feel powerless to engage in this transition. A better understanding of their needs and challenges could facilitate the development of innovations that generate commitment. This survey aimed to identify the French pig farmers’ barriers to and drivers for providing outdoor access to pigs. A total of 36 farmers, aged 25–60, who worked in all types of pig farming systems (from full indoor to free-range) participated in a semi-structured interview that lasted 1.25–2.25 h. The topics covered included a historical overview, a description of the farm and practices, as well as opinions about the impact of outdoor access on farmers, animals, production and economic performance, environment, and society. Qualitative data were analysed using thematic analysis. Most of the participants agreed that rearing pigs indoors is a different job from that of rearing pigs with outdoor access and that it is above all a matter of choice, farmer work conception, and work comfort. Farmers generally agreed that working outdoors is particularly arduous, but this could be compensated by the satisfaction of being in contact with nature and seeing animals in a more complex environment. A large majority of farmers managing a system with outdoor access raised the issue of lack of support, highlighting the need for refinement and diffusion of guides of practices as well as day-to-day support. The impact of outdoor access on the health and welfare of pigs was discussed, especially regarding climatic hazards and the risk of zoonoses, and several outdoor farmers explained how their relationship with the animals changes when pigs are raised outside. Given that zootechnical performance may significantly decrease in farms with outdoor access, various strategies can be employed to maintain profitability, such as feed production, circularity, direct sales, or work diversification. They could be either motivating or demotivating factors depending on the individuals. Concerns about social criticism were prominent among many indoor farmers while farmers providing outdoor access generally felt more serene and proud. Overall, this study can serve as a basis to identify levers that could remove barriers, foster the adherence of more farmers, and facilitate the transition towards more pig farming systems with outdoor access, provided that those systems are viable and beneficial for the welfare and health of the animals and farmers.

Renewable natural gas: A case study of Minnesota

Renewable natural gas (RNG) often generates usable energy from waste products, reduces methane emissions, and creates new revenue streams. However, not all RNG projects are financially or technically feasible. We assessed the total RNG potential of currently available local waste feedstocks in the state of Minnesota and analyzed the financial and technical limitations for project development. We found that under ideal production conditions the RNG potential from municipal solid waste, dairy and hog farm manure, and municipal wastewater solids in the state could replace approximately 7.5% of current Minnesota natural gas use. We find that technical and financial factors such as project size, financing, and distance to an existing pipeline further reduce the number of feasible RNG project sites in Minnesota. Virtual pipelines – trucking RNG short distances to pipeline injection stations – improved the modeled profitability of 124 out of 175 projects (71%) by decreasing transmission costs. No projects are financially feasible without state or federal renewable fuel credit programs because direct sale of RNG alone does not cover project costs. Dairy manure projects have the lowest levelized cost of energy, the highest total revenue, and the shortest payback period compared to municipal solid waste landfill and wastewater treatment plant projects of similar size. This difference is because manure anaerobic digestion projects are eligible for larger credits under renewable fuel credit programs than municipal solid waste landfills and wastewater treatment plants, but this credit system limits end-use of the RNG to vehicle fuel. Our contribution helps provide an outline for the magnitude of current natural gas use in Minnesota replaceable via RNG projects.

Strengthening Culinary Micro-Enterprises Competitiveness Through SWOT Analysis and Business Model Canvas

The research objective is to analyze the culinary business situation in the city of Sintang and recommend new business strategies to increase the competitiveness of the culinary business. The method in this research is a mix method, namely combining a quantitative survey with many respondents to obtain SWOT input data and business models, with in-depth qualitative interviews with several key informants to deepen the survey results. The sample in the research was 150 culinary micro business actors using a purposive sampling technique. The results of research using the canvas business model are that culinary micro businesses have broad customer segments. Relations with consumers are direct and good. The value proposition is carried out by prioritizing product quality to improve performance. The main activity is marketing its products directly. Collaboration is carried out with several government and private offices in the city of Sintang. Costs used, fixed costs and variable costs and sole income from direct and online product sales. The SWOT analysis used to assess internal and external factors produces respective external and internal factor scores, where the internal strength factor scores 1.65, the internal weakness factor scores 1.01, the external opportunity factor scores 1.50, and the external threat factor scores 1.05. Based on the diagram, the culinary micro business strategy in Sintang city is in quadrant one, which means it supports aggressive strategies.