Marketing Mix Strategy of Tempe Processing Business in Bajo District, Luwu regency

Abstract

This study aims to determine the marketing mix strategy of tempe processing business in Bajo District, Luwu regency by using miles and hibermen’s interactive analysis. This study found that tempe companies in Bajo Sub-District, Luwu Regency apply a tempe production strategy, by trying to produce quality tempe based on available budget capabilities, where measures will be tweaked when raw material prices increase while taking into account that production results can still compete in the market, The two tempe entrepreneurs in Bajo District, Luwu Regency, have the same strategy in setting prices by prioritizing elements of careful calculation without reducing quality (tempe flavour) because they face competitors who tend to lower prices in competition, Tempe entrepreneurs in Bajo District choose to increase their sales outlets in traditional markets around Luwu Regency in order to increase sales turnover by selling alone or in collaboration with other traders who already have cooperative ties, Promotion by taking a direct approach to consumers by means of word-of-mouth promotion was carried out by Mr. Syamsul Karim and Mr. Hendra because they both considered the most effective way, without having to use other media promotion because this method more closer proximity to consumers and both did not have a brand.