Marketing Management Strategy Alternative for MSMEs

Buyung Adi Dharma () and Andik Setiawan
Additional contact information
Buyung Adi Dharma: Universitas Negeri Malang
Andik Setiawan: Universitas Negeri Malang

A chapter in Proceedings of the 4th Business Innovation Sustainability and Technology International Conference (BISTIC 2024), 2024, pp 4-11 from Springer

Abstract: Abstract The success of a company is determined by management strategies that are in accordance with the times, product quality that meets consumer needs, and prices that meet consumer expectations, can be the possibility of consumers to make purchases of the products or services offered. This research study was conducted to identify alternative culinary business management patterns in the digital era. The research method used is qualitative descriptive by collecting data through observation, interviews and documentation. The results of the study show that Warung Bang Saleh Satay & Goat Gule has successfully implemented a smart and effective marketing strategy to maintain the continuity of the culinary business in the global era. This research has presents a gap in understanding how tailored marketing strategies can effectively address the unique challenges faced by MSMEs in the local culinary sector. Previous studies tend to focus broadly on MSMEs without considering specific culinary niches like satay, which may have distinct consumer behaviors, cultural relevance, and operational challenges. Additionally, there is limited exploration of localized marketing innovations and digital strategies that can enhance the competitiveness of these MSMEs in Malang’s rapidly evolving food market. The use of social media and Instagram can help in communicating with customers and promoting their products. Human resource (HR) management at Warung Sate is based on work experience and the needs of employees’ families. Production costs vary depending on the level of visitation, with cost flexibility to deal with fluctuations in market demand. Overall, Warung Sate Malang City has succeeded in building a reputation for friendly, fast, and clean customer service.

Keywords: management pattern; satay culinary; marketing strategy; customer (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-576-8_2

Ordering information: This item can be ordered from
http://www.springer.com/9789464635768

DOI: 10.2991/978-94-6463-576-8_2

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().