Analisis Pemasaran dan Strategi Pemasaran Kompetitif di UMKM Asmaraloka, Surabaya: Marketing Analysis and Competitive Marketing Strategy in Asmaraloka MSMEs, Surabaya

Nisa Hafi Idhoh Fitriana (Universitas Pembangunan Nasional Veteran Jawa Timur)
Risqi Firdaus Setiawan (Universitas Pembangunan Nasional Veteran Jawa Timur)

Jurnal Ilmiah Manajemen Agribisnis
Vol. 11 No. 1 (2023): Jurnal Ilmiah Manajemen Agribisnis - Januari 2023

The main objective of this journal is to gain an understanding of how Asmaraloka MSMEs utilize marketing channels and margins as well as competitive marketing strategies to develop their business. The research method used is primary and secondary research methods. The results ofthe study show that the marketing channel for coffee products is included in the second level marketing channel which includes producers who refer to coffee farmers, suppliers and consumers. Asmaraloka is one of the marketing agencies that acts as a supplier that distributes coffee products from producers to consumers and is a marketing agency that has the largest margin share, amounting to IDR 718,000.00. Asmaraloka's marketing strategy is to build close relationships with large communities in the Surabaya area to expand their market share.