Marketing Mix Strategy in Increasing the Competitiveness of Bluder Mbah Tjokrat Ponorogo

Authors

  • Alfi Noor Rohmah Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia
  • Aliya Zahra Anas Tasya Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia
  • Alviolita Limas Asifa Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia
  • Annisa Rohmatul Hidayah Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia
  • Arlinda Estiningrum Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia
  • Nur Kasanah Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia

DOI:

https://doi.org/10.67918/prospera.v1i2.32

Keywords:

Shawn Scott, Culinary MSMEs, Marketing mix 7P, Marketing strategy

Abstract

Local culinary MSMEs play an important role in strengthening regional identity and supporting community economic growth. Bluder Mbah Tjokrat Ponorogo is a local souvenir-based MSME that develops bluder bread products by combining traditional taste with distinctive local flavor innovations. This study aims to analyze the implementation of the 7P marketing mix strategy, identify the obstacles encountered, and explain its impact on sales improvement. This study used a descriptive qualitative method, with data collected through observation, interviews, and documentation. The data were analyzed through data reduction, data display, and conclusion drawing, while data validity was strengthened through source and method triangulation. The results show that Bluder Mbah Tjokrat has implemented the 7P marketing mix strategy, consisting of product, price, place, promotion, people, process, and physical evidence. This strategy is reflected in flavor innovation, varied pricing, a strategic location, online and offline promotion, friendly service, standardized production processes, and neat store displays and packaging. However, several obstacles remain, particularly in price perception and inconsistent digital promotion. The implementation of the 7P marketing mix has had a positive impact on increasing sales and expanding market reach. This study concludes that the 7P marketing mix is fairly effective in supporting MSME competitiveness, but further strengthening is needed in digital branding and price positioning.

References

Astuti, H., Wijaya, S., & Agustina, M. (2023). Implementation of 7p Marketing Mix in Micro, Small and Medium Enterprises. Reference : Journal of Management and Accounting Science, 11(1), 1–14. Https://Doi.Org/10.33366/Ref.V11i1.4416

Haris, A. (2024). Marketing Strategies For Small And Medium Enterprises In Rural Areas. Advances In Community Services Research, 2(1), 8–23. Https://doi.org/10.60079/Acsr.V2i1.338

Kevin Lane Keller, K. (2018). Marketing Management (12th edition, pp. 214-231). Pt Index.

Milles, M. B. (1992). Qualitative Data Analysis (p. 16). University of Indonesia (Ui) Press.

Nasution, A. F. (2023). Qualitative Research Methods (First Printing). Harva Creative.

Nurhayaty, M. (2022). Mix Marketing Strategy (Product, Price, Place, Promotion, Eople, Process, Physical Evidence) 7p at Pd Rasa Galendo, Ciamis Regency. Journal of Media Technology, 8(2), 119–127. Https://Doi.Org/10.25157/Jmt.V8i2.2669

Pramuki, N. M. W. A., & Kusumawati, N. P. A. (2024). Improving Smes Marketing Performance Through Market Orientation, Product Innovation, And Competitive Advantage In Bali-Indonesia. Journal of Economics, 20(2), 273–286. Https://Doi.Org/10.21831/Economia.V20i2.41159

Rahman, F. (2025). The influence of product differentiation, innovation and traditional values on the competitive advantage of Sumenep batik SMEs is mediated by marketing capabilities in the midst of global competition. Vol 6 No 1. Https://Doi.Org/10.24929/Missy.V6i1.4375

Siregar, S. (2021). MSME Marketing Strategy in the Digital Era. Kencana Prenada Media Group.

Sofiah, M., Ramadhani, S., & Bi Rahmani, N. A. (2023). Analysis of the Influence of the 4p (Product, Price, Promotion, and Place) Marketing Mix on Purchase Decisions in Micro, Small and Medium Enterprises (MSMEs). Journal of Economic and Business Research, 16(2), 122.

Teresia, & Soepraptus, V. (2025). Marketing Strategy of Marketing Mix 7p to increase sales volume at Ecaps Restaurant, Kemang, Jakarta. Scientific Journal of Basic Education, Vol. 10 No 02. Https://Doi.Org/10.23969/Jp.V10i02.30736

Tjiptono, F. (2020). Marketing Strategy (4th Edition). Andi Offset.

Wardana, M. A. (2023). Marketing Strategy. Intellectual Media Manifest.

Widjaya, P. G., & Siwalankerto, J. (2017). Analysis of Segmenting, Targeting, Positioning and Marketing Mix at Pt.Murni Jaya. 5(1).

Downloads

Published

2026-08-05

Issue

Vol. 1 No. 2 (2026)

Section

Articles

License

Copyright (c) 2026 Alfi Noor Rohmah, Aliya Zahra Anas Tasya, Alviolita Limas Asifa, Annisa Rohmatul Hidayah, Arlinda Estiningrum, Nur Kasanah

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.