Analysis of Marketing Strategies in the Duck Culinary Business Competition in Bangkalan City (Case Study: Bebek Suramadu, Warung RI/Restu Ibu, and Bebek Ikhlas) as a Medium for Literacy

Latifah
Aldila Septiana

JPLED
Vol. 5 No. 3 (2025): Journal of Practice Learning and Educational Development (JPLED)

This study aims to analyze the marketing strategies implemented by three well-known duck restaurants in Bangkalan City, namely Bebek Suramadu, Warung RI/Restu Ibu, and Bebek Ikhlas. The background of this research departs from the increasing competition in the duck culinary business in the region. This study uses a qualitative descriptive method with data collection techniques in the form of interviews, observations, and documentation. Data analysis was carried out using a SWOT analysis approach as well as the 4P marketing mix (product, price, venue, promotion). The results of the study show that the three restaurants have different marketing strategies but both focus on taste excellence, competitive prices, service, and social media-based promotions. One of the standouts is the use of TikTok live as an effective means of promotion. This research provides an overview that creative and adaptive marketing strategies can increase the competitiveness of local culinary businesses.