<![CDATA[General Background The food and beverage industry faces increasing market competition driven by corporate expansion and evolving consumer demands. Specific Background J&C Cookies Bandung operates within this dynamic market by implementing a 4P marketing mix framework covering product, price, place, and promotion. Knowledge Gap Although marketing mix performance is widely studied, empirical research analyzing specific 4P implementations to sustain competitive advantage in the cookie industry remains limited. Aims This study analyzes the marketing strategies applied by J&C Cookies Bandung to maintain business competitiveness. Results Findings from focus group discussions, direct observation, and documentation reveal that offering high-quality preservative-free products, setting quality-aligned prices, utilizing direct and digital distribution channels, and running active social media promotions significantly strengthen market presence. Novelty This work establishes a structured evaluation of omnichannel distribution combined with premium quality positioning for specialized local food enterprises. Implications The study demonstrates that systematic management of 4P elements directly enhances customer loyalty, brand awareness, and long-term business sustainability in competitive sectors. Keywords: Marketing Strategy, Marketing Mix, Competitiveness, Food Industry, J&C Cookies Bandung. Key Findings Highlights Premium preservative-free product diversification strengthens customer trust and brand differentiation. Value-based pricing combined with omnichannel distribution enhances market accessibility and consumer loyalty. Active digital promotion drives brand awareness and sustains competitive position in the food market.]]>
