Marketing Strategy for Premium and Artisan Snack Food Business during COVID-19 Pandemic (2022)



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Submitted Feb 4, 2022
Published Mar 10, 2022
10.24018/ejbmr.2022.7.2.1299

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Sugar Folks is an online MSME snack food business, situated in North Jakarta, established in 2020, and specializes in premium and artisan soft-baked cookies. However, Sugar Folks is incapable to achieve stable sales outside holiday seasons despite of new product launch and marketing activities. The objectives of this research are to expand Sugar Folks business in the snack food industry and to increase Sugar Folks’ sales, revenue, and profit. Therefore, new marketing strategy is proposed to address the business problem using internal analysis and external analysis. Qualitative research method in the form of interviews is used to learn customer’s insights about Sugar Folks. The reason behind Sugar Folks incapability to achieve stable sales outside holiday seasons are caused by its products and its marketing program as well as having no physical presence and lack of human resources. Through internal analysis and external analysis, the SWOT analysis is completed. The business strategy selected for Sugar Folks emphasized on marketing strategy. Thus, the research is revising Sugar Folk’s current marketing strategy with a newly improved marketing strategy.

Keywords: Marketing strategy, MSME business, Soft-baked cookies, Sugar Folks

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