Marketing Mix Strategy of Husna Bakery in Padang City

Andini, Alfine (2024) Marketing Mix Strategy of Husna Bakery in Padang City. Diploma thesis, Universitas Andalas.

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Abstract

Husna Bakery is a bakery business in Padang City that produces bread. Husna Bakery has recently experienced various marketing problems, such as the emergence of many competitors and a fall in bread sales. Besides that, Husna Bakery has not carried out promotions for its products. The conditions urge the business to formulate a marketing mix strategy to overcome those marketing problems. This research aims to identify the internal and external factors that affect the Husna Bakery in developing the appropriate marketing mix strategy. The method used in this study is the descriptive research method with a case study approach. Data analysis was carried out using qualitative and quantitative analysis. Qualitative analysis is used to formulate marketing mix strategies, and quantitative is used to calculate IFE (Internal Factor Evaluation) Matrix, EFE (External Factor Evaluation) Matrix, SWOT (Strength-Weakness-Opportunity-Threat) Matrix, and QSPM (Quantitative Strategic Planning Matrix) analysis. SWOT analysis obtained several alternative marketing mix strategies that Husna Bakery could implement. Furthermore, QSPM Matrix calculations determine the order of priority strategies that Husna Bakery can apply. The primary marketing mix strategy is increasing the product's attractiveness and variety while maintaining affordable prices to attract consumers and facilitate entering new markets, which gets a TAS value of 7.499. Therefore, it is recommended that the owner of Husna Bakery implement this marketing mix strategy to increase sales.

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