Marketing Strategy for Improving Competitiveness in MSME Domay Food

Abstract

Marketing strategy is an effort to win the market competition on an ongoing basis for companies that produce goods or services by showing the superiority of a product. In the face of tight competition between similar competitors, every MSMEs also needs a marketing strategy. The purpose of this study is to determine marketing strategies for increasing competitiveness in Domay Food MSMEs. The method used by researchers is the qualitative descriptive method. To obtain the expected results, researchers use primary and secondary data, where primary data is obtained from the interview process with MSMEs owners and with references to articles and books as secondary data. The results obtained in the study showed that the marketing strategy in the form of a four-element marketing mix was able to increase competitiveness quite highly in Domay Food MSMEs.