Implementation of Defensive Marketing Strategy MSME in the Time of the Covid-19 Pandemic (Case Study on Warkop Angkringan Giras in Mojokerto Regency)
Journal Title: Journal of Economics, Finance and Management Studies - Year 2021, Vol 4, Issue 12
Abstract
The purpose of this study was to analyze the Defensive Marketing Strategy carried out by the MSME Warkop Angkringan "Giras" in Mojokerto Regency, in order to be able to compete and keep its business sustainable in the COVID-19 pandemic conditions and obtain optimal profits. This research is an exploratory research where the approach used is a qualitative approach. Qualitative researchers seek to understand life experiences in context and the meanings associated with those experiences by using Focus Group Discussions. The sample amounted to 20 people, who were taken based on certain criteria. Data collection techniques by conducting open ended interviews in the hope of obtaining more complete information from the respondent. Data analysis used descriptive analysis method. The results showed that the Defensive Marketing Strategy in the MSME of warkop angkringan "Giras" Free wifi with a Mental Model is a Competitor Orientation strategy which includes symbols, prices, product differentiation and value promotion,, Customer Orientation Strategy includes superior customer service, innovative product features, and focus in a narrow market segment and a Market Drive Orientation Strategy consisting of Digital Marketing, Healthcare Procedures, crowding services, and Hours of Operation..
Authors and Affiliations
M. Syamsul Hidayat, Sudarmiatin
Keywords
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- EP ID EP706487
- DOI 10.47191/jefms/v4-i12-13
- Views 76
- Downloads 0
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