Analisis Perencanaan Stategis dan Proses Pemasaran pada Usaha Pentol Judes (Juara Pedes) Medan
DOI:
https://doi.org/10.57235/mantap.v3i1.5610Keywords:
Pemasaran, Perencanaan Strategis, Pengembangan Strategi, Inovasi BisnisAbstract
Perencanaan strategis dan proses pemasaran merupakan dua kunci dalam meningkatkan efektivitas bisnis, khususnya dalam usaha kuliner. Penelitian ini bertujuan untuk menganalisis penerapan perencanaan strategis dan proses pemasaran pada usaha Pentol Judes (Juara Pedes). Metode yang digunakan dalam penelitian ini adalah kualitatif dengan pendekatan studi kasus, di mana data dikumpulkan melalui wawancara mendalam dengan pemilik usaha. Hasil penelitian menunjukkan bahwa perencanaan strategis yang matang, analisis situasi, pengembangan pada strategi pemasaran, dan implementasi strategi dan evaluasi berperan penting dalam menjaga daya saing usaha. Selain itu, penerapan strategi pemasaran yang efektif, seperti pemanfaatan media sosial, promosi, serta inovasi produk, berkontribusi dalam meningkatkan visibilitas dan penjualan. Studi ini menegaskan bahwa kombinasi antara perencanaan strategis dan pemasaran yang terstruktur dapat membantu usaha mikro, kecil, dan menengah (UMKM) bertahan dan berkembang di tengah persaingan industri kuliner yang semakin ketat.
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