Implementation of Marketing Strategies to Develop the UKM Cahaya Bandeng in Tanralili District, Maros Regency

Abstract

The research is driven by the necessity for Small and Medium Enterprises (SMEs) to adopt effective marketing frameworks to enhance competitiveness and ensure long-term sustainability amidst increasingly intense market rivalry. This study employs a qualitative approach, utilizing data collection techniques such as field observations, in-depth interviews with business owners, and comprehensive documentation analysis.   The results reveal that UKM Cahaya Bandeng integrates a robust marketing mix (4P) strategy. Regarding Product, the business focuses on innovation by offering processed milkfish variants, such as boneless milkfish and shredded milkfish (abon), to satisfy consumer demand for healthy and practical food options. In terms of Price, competitive pricing strategies are applied to penetrate middle-to-upper market segments. For Promotion, the enterprise optimizes digital platforms—including WhatsApp, Facebook, Instagram, and e-commerce (Shopee)—while simultaneously utilizing direct promotional tactics like seasonal discounts, student bundling packages, and customer loyalty bonuses.Finally, the Place (distribution) strategy involves direct sales at the production site, participation in SME bazaars, partnerships with local restaurants, and localized delivery services. These strategies have proven effective in capturing the primary target markets, specifically housewives and productive young consumers. However, challenges such as limited capital, human resource constraints, and the need for improved digital literacy persist. In conclusion, while the current marketing strategies have successfully increased sales volume and expanded market reach, sustainable growth requires further strengthening in managerial capacity, consumer education, and more sophisticated digital technology integr