The Importance of Marketing Strategy in MSMEs

Oct 13, 2025 by talynt.org 18 views

Marketing Strategy in Increasing Product Sales: Studies on MSME Royal Food Medan

Introduction

The economic crisis that hit Indonesia in 1997 to 1998 was a challenging period for many sectors, including the micro and medium business sector (MSME). However, despite the difficulties, the MSME sector was able to survive and even grow. According to data from the Central Statistics Agency, post-Krisis, the number of MSMEs not only remained stable but also increased, absorbing between 85 million to 107 million workers. This study aims to explore the marketing strategies implemented by MSME Royal Food Medan in their efforts to increase the sale of their products.

The Importance of Marketing Strategy in MSMEs

In today's competitive market, a well-planned marketing strategy is crucial for MSMEs to survive and thrive. A good marketing strategy can help MSMEs to identify their target market, create a unique selling proposition, and differentiate themselves from their competitors. It can also help MSMEs to build customer loyalty, increase sales, and ultimately contribute to the local economy.

Research Methodology

This study uses a qualitative descriptive method to obtain in-depth data. The interview was conducted with related parties at the Medan Royal Food UMKM to explore information about the marketing strategy applied. In addition, SWOT analysis is used as a tool to evaluate the company's position in the market, with a focus on optimizing opportunities and strengths, as well as reducing weaknesses and avoidance of threats.

Research Result

The results showed that MSME Royal Food Medan applied a comprehensive marketing strategy, known as the marketing mix or marketing mix 7P. The elements included in the 7P are:

Product (Product): Products offered by Royal Food Medan have good and diverse quality, so that they can meet various consumer tastes.
Price (Price): Competitive pricing is one of the important factors in attracting customers.
Place (Place): Strategic location selection and good accessibility helps increase the number of buyers.
Process (Process): Fast and efficient service processes add added value to customer experience.
People (People): The quality of trained and friendly human resources is a determining factor in customer service.
Physical Evidence (Physical Evidence): Provision of physical evidence that supports product quality, such as attractive and clean packaging.

In addition, UMKM Royal Food Medan also implements segmentation, targeting and positioning (STP) strategies. Through market segmentation, this MSME can identify specific consumer groups and do the right targeting to offer their products. With clear positioning, Royal Food Medan can create a strong image in the eyes of consumers.

The Impact of Marketing Strategy

The marketing strategy implemented by MSME Royal Food Medan through 7P and STP not only succeeded in increasing sales, but also building customer loyalty. Consumers feel well served, and quality products continue to be obtained. The application of this strategy shows that although in difficult situations, with the right marketing strategy, MSMEs can still grow and contribute to the local economy.

Conclusion

Through this research, it can be concluded that the application of a good marketing strategy is very important for MSMEs in facing market challenges. Not only to survive, but also to develop, especially in uncertain economic conditions. MSMEs should consider implementing a comprehensive marketing strategy, such as the marketing mix 7P and STP, to increase sales and build customer loyalty.

Recommendations

Based on the findings of this study, the following recommendations are made:

MSMEs should consider implementing a comprehensive marketing strategy, such as the marketing mix 7P and STP, to increase sales and build customer loyalty.
MSMEs should identify their target market and create a unique selling proposition to differentiate themselves from their competitors.
MSMEs should invest in training and development programs to improve the quality of their human resources.
MSMEs should consider using SWOT analysis as a tool to evaluate their position in the market and make informed decisions.

Limitations of the Study

This study has several limitations, including:

The study was conducted in a single case, MSME Royal Food Medan, which may not be representative of all MSMEs.
The study used a qualitative descriptive method, which may not provide a comprehensive understanding of the marketing strategy implemented by MSME Royal Food Medan.
The study did not consider the impact of external factors, such as economic conditions and government policies, on the marketing strategy implemented by MSME Royal Food Medan.

Future Research Directions

Future research should consider the following directions:

Conducting a comparative study of MSMEs in different industries to identify best practices in marketing strategy implementation.
Investigating the impact of external factors, such as economic conditions and government policies, on the marketing strategy implemented by MSMEs.
Developing a framework for evaluating the effectiveness of marketing strategy implementation in MSMEs.

References

Central Statistics Agency. (2020). Data on MSMEs in Indonesia.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
Royal Food Medan. (2020). Annual Report.

Note: The references provided are fictional and for demonstration purposes only.
Marketing Strategy in Increasing Product Sales: Studies on MSME Royal Food Medan - Q&A

Introduction

In our previous article, we discussed the marketing strategy implemented by MSME Royal Food Medan in increasing product sales. In this article, we will answer some of the frequently asked questions related to marketing strategy in MSMEs.

Q: What is the marketing mix 7P?

A: The marketing mix 7P is a comprehensive marketing strategy that includes seven elements: product, price, place, process, people, physical evidence, and promotion. These elements work together to create a unique selling proposition and differentiate a business from its competitors.

Q: What is the importance of segmentation, targeting, and positioning (STP) in marketing strategy?

A: STP is a crucial element in marketing strategy as it helps businesses to identify their target market, create a unique selling proposition, and differentiate themselves from their competitors. By segmenting the market, businesses can identify specific consumer groups and target them with the right products and services.

Q: How can MSMEs implement a comprehensive marketing strategy?

A: MSMEs can implement a comprehensive marketing strategy by identifying their target market, creating a unique selling proposition, and differentiating themselves from their competitors. They can also use tools such as SWOT analysis to evaluate their position in the market and make informed decisions.

Q: What is the role of human resources in marketing strategy?

A: Human resources play a crucial role in marketing strategy as they are responsible for delivering the products and services to the customers. Trained and friendly human resources can add value to customer experience and create a positive image of the business.

Q: How can MSMEs measure the effectiveness of their marketing strategy?

A: MSMEs can measure the effectiveness of their marketing strategy by tracking key performance indicators (KPIs) such as sales, customer satisfaction, and market share. They can also use tools such as SWOT analysis to evaluate their position in the market and make informed decisions.

Q: What are the challenges faced by MSMEs in implementing a comprehensive marketing strategy?

A: MSMEs face several challenges in implementing a comprehensive marketing strategy, including limited resources, lack of expertise, and competition from larger businesses. However, with the right tools and strategies, MSMEs can overcome these challenges and achieve their marketing goals.

Q: How can MSMEs stay competitive in the market?

A: MSMEs can stay competitive in the market by identifying their target market, creating a unique selling proposition, and differentiating themselves from their competitors. They can also use tools such as SWOT analysis to evaluate their position in the market and make informed decisions.

Q: What is the future of marketing strategy in MSMEs?

A: The future of marketing strategy in MSMEs is bright, with the increasing use of digital marketing tools and social media platforms. MSMEs can use these tools to reach a wider audience, create a positive image, and achieve their marketing goals.

Conclusion

In conclusion, marketing strategy is a crucial element in the success of MSMEs. By implementing a comprehensive marketing strategy, MSMEs can increase product sales, build customer loyalty, and stay competitive in the market. We hope that this Q&A article has provided valuable insights into marketing strategy in MSMEs.

Recommendations

Based on the Q&A article, the following recommendations are made:

MSMEs should consider implementing a comprehensive marketing strategy, such as the marketing mix 7P and STP, to increase product sales and build customer loyalty.
MSMEs should identify their target market and create a unique selling proposition to differentiate themselves from their competitors.
MSMEs should invest in training and development programs to improve the quality of their human resources.
MSMEs should consider using SWOT analysis as a tool to evaluate their position in the market and make informed decisions.

Limitations of the Study

This Q&A article has several limitations, including:

The article is based on a single case study, MSME Royal Food Medan, which may not be representative of all MSMEs.
The article does not consider the impact of external factors, such as economic conditions and government policies, on the marketing strategy implemented by MSMEs.
The article does not provide a comprehensive understanding of the marketing strategy implemented by MSMEs.

Future Research Directions

Future research should consider the following directions:

Conducting a comparative study of MSMEs in different industries to identify best practices in marketing strategy implementation.
Investigating the impact of external factors, such as economic conditions and government policies, on the marketing strategy implemented by MSMEs.
Developing a framework for evaluating the effectiveness of marketing strategy implementation in MSMEs.

References

Central Statistics Agency. (2020). Data on MSMEs in Indonesia.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
Royal Food Medan. (2020). Annual Report.

Note: The references provided are fictional and for demonstration purposes only.