CONVENTIONAL RETAIL MARKETING STRATEGIES IN INCREASING BUSINESS COMPETITIVENESS AND SALES TURNOVER IN PANDEGLANG REGENCY

Abstract

ABSTRACT

In the midst of many retail businesses that have gone out of business due to the Covid-19 pandemic and declining national economic growth, as well as the peak of people's purchasing power, a new phenomenon has emerged in the retail business, namely the growth and development of the conventional retail business, especially in Pandeglang Regency, Banten Province, starting from 2021 until now.

In this study, the focus is on efforts to find out the Marketing Strategy carried out by the manager of retail business in order to increase business competitiveness and sales turnover, by referring to the 4P (Product, Price, Place, and Promotion) marketing mix strategy, which is analyzed based on SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).

The results of the study revealed that the marketing strategy carried out by retail business was developed in a simple way, but still based on the 4P marketing mix strategy, where, when determining the business location, it was based on a strategic place, on the main road, 24-hour resident activities, and cheap rent. As for products, provide as many as possible, complete and of high quality, in adequate quantities. For the price, ensure prices are competitive against local retailers. In terms of promotion, only take a personal approach with consumers and install store name signs.