Marketing Strategy of Culinary MSMEs: A Case Study of Martabak Manis Serigala in Adiwerna Tegal

Fatkhur Rokhman; Rikko Saputra; Mas Yusuf Sugiarto; Mochamad Farhan Sastro Wijaya; Sumarno

doi:10.59890/ijels.v4i1.254

Authors

Fatkhur Rokhman Universitas Pancasakti Tegal
Rikko Saputra Universitas Pancasakti Tegal
Mas Yusuf Sugiarto Universitas Pancasakti Tegal
Mochamad Farhan Sastro Wijaya Universitas Pancasakti Tegal
Sumarno Universitas Pancasakti Tegal

DOI:

https://doi.org/10.59890/ijels.v4i1.254

Keywords:

Marketing Strategy, Case Study

Abstract

This study analyzes the marketing strategies of Martabak Manis Serigala culinary MSME in Adiwerna District, Tegal Regency. Using qualitative methods, data was collected through interviews and observations, focusing on the marketing mix: product, price, place, and promotion. Findings reveal that the business employs product innovation based on consumer requests, competitive pricing, a strategic location, and simple promotions via word of mouth and WhatsApp. Although sales increased by 25% and 9.26% during 2022-2024, the strategy remains ineffective due to suboptimal digital promotion and limited market reach. Factors supporting success include public interest and customer loyalty, while challenges include limited capital and high competition. The study emphasizes the need for creative marketing strategies to expand market reach and improve performance.

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