Analysis of Product Marketing Strategies in Small and Medium Industries

Abstract

Small and medium industries (SMIs) are an important sector in the Indonesian economy. However, SMIs often experience difficulties in marketing their products due to limited resources and limited market access. Therefore, an appropriate marketing strategy is needed to help SMIs increase sales and expand the market. This study aims to analyze the product marketing strategy of SMIs, especially in terms of determining the right market segment, selecting effective distribution channels, and setting appropriate prices. This research uses a qualitative descriptive method, using case studies on three SMIs in the Jabodetabek area. Data were obtained through literature study and interviews with owners and managers of SMIs, as well as direct observation of products and marketing processes. Data were collected through interviews with owners and managers of SMIs, as well as direct observation of products and marketing processes. Interviews were conducted using structured interview guidelines, while observations were made by observing the product marketing process and its distribution channels. Data were analyzed using qualitative descriptive analysis techniques, namely by collecting data, reducing data, displaying data, and drawing conclusions. The results showed that the three SMIs that became the object of research have different marketing strategies. However, there are similarities in terms of determining the right market segment and selecting effective distribution channels. In addition, appropriate pricing is also an important factor in the product marketing strategy of SMIs. In conclusion, the right marketing strategy can help SMIs increase sales and expand the market