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Tahir, Sumiati
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Journal : economics and business journal

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Marketing Strategies For SMEs in The Culinary Sector: a Case Study of Queen Cake in Makassar Mutiara; Najib, Marhawati; Tahir, Sumiati
Economics and Business Journal (ECBIS) Vol. 4 No. 4 (2026): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i4.323

Abstract

MSMEs must have a strong marketing plan in order to compete with their rivals due to technological improvements and growing business competitiveness. An efficient marketing plan is necessary to guarantee company expansion and optimize earnings. This study aims to determine the appropriate marketing strategy to increase the sales turnover of Queen Cake products. This research is a descriptive study using a qualitative approach. Respondents in this study were the owner of the Queen Cake business and four employees, two from the production department and two from the marketing department. Data collection procedures used in the study included observation, interviews, and documentation. The data obtained were analyzed using a SWOT analysis. The results showed that the strategy implemented by the Queen Cake business was in quadrant one, namely SO (Strengths-Opportunities), using an aggressive strategy. The Queen Cake shop business focuses on strategies using all its strengths and exploiting opportunities to create synergistic conditions and great potential for achieving growth and success.
Co-Authors AGUS AGUS Agus Syam Amrullah, Asriyani Anas, Agung Muliaman Asmayanti ASMAYANTI, ASMAYANTI Farhan, Resaldi Hajar Dewantara Halim, Nur Hamsu Abdul Gani Hasbi Hasisa Haruna Kemalasari, Andi Anggi Mahmuddin Mahmuddin Mahmuddin Mahmuddin Makarateng, A.Alena Luwu Mildayanti, Mildayanti Muhammad Aziz Muhammad Ilyas Thamrin Tahir Muhammad Jufri Muhammad Jufri Muhammad Rakib Muhrami , Siti Nardiyah Murhami, Siti Nardiyah Mustari Mustari Mutiara Najib, Marhawati Narwastu, Yustia Nurafni Oktaviyah Nurfadillah T, Rezki Nurfadillah, Rezky Nurhayani Pahrul, Pahrul Rahmatullah Rahmatullah Reni Reni, Reni saputra, aan Sikar, Muhammad Alfa Sudarmi Sudarmi Syam, Agus Thamrin Tahir Thamrin Tahir, Muhammad Ilyas Valentino Aris Wisudawaty, Ika Yunus, Irfan