Marketing Mix Analysis in Enhancing Product Competitiveness in the Local Market
(Case Study on Adam Koi)
DOI:
https://doi.org/10.70062/harmonieconomics.v2i4.351Keywords:
4P, Adam Koi, Marketing Mix, Marketing Strategy, UMKMAbstract
This study analyzes the application of the 4P marketing mix strategy (product, price, place, promotion) at Adam Koi, a micro-business in the ornamental fish sector. Using a qualitative approach with a descriptive case study method, data was collected through direct observation and interviews with the owner's son, who manages social media and digital marketing. The study reveals that the marketing mix elements are integrated and mutually supportive to maintain competitiveness. In terms of product, Adam Koi focuses on quality by implementing quarantine, care, and high-quality feeding processes to preserve fish color and endurance. For pricing, the strategy is flexible, considering fish type, size, color, and consumer purchasing power. The place aspect utilizes a hybrid distribution system, combining offline and online sales with a focus on safe fish delivery. Promotion has shifted from traditional methods to digital marketing via social media platforms like Instagram to increase audience engagement and expand the market. The findings highlight that the effective use of the marketing mix strengthens competitive positioning, builds customer loyalty, and supports business sustainability. This research also provides practical insights for MSMEs in developing adaptive marketing strategies in the digital era.
References
Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. SAGE Open, 8(3). https://doi.org/10.1177/2158244018800838
Amin, M., Gohar, M., & Ali, I. (2025). Impact of digital transformation on SME's marketing performance: Role of social media and market turbulence. Discover Sustainability, 6(1). https://doi.org/10.1007/s43621-025-01228-3
Anugrah, A., Budiman, B., & Karma, K. (2024). Strategi bauran pemasaran untuk meningkatkan volume penjualan ikan hias (ornamental fish) pada PT Agung Aquatic Marine, Denpasar Bali. Lokawati: Jurnal Penelitian Manajemen Dan Inovasi Riset, 2(5), 13-31. https://doi.org/10.61132/lokawati.v2i5.1153
Centeno, D., & Wang, J. J. (2017). Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities. Journal of Business Research, 74, 133-138. https://doi.org/10.1016/j.jbusres.2016.10.024
Kementerian Kelautan dan Perikanan. (2025). KKP ajak para breeder hasilkan ikan koi kualitas ekspor. Kkp.Go.Id. Retrieved from https://kkp.go.id/djpb/kkp-ajak-para-breeder-hasilkan-ikan-koi-kualitas-ekspor-28GJ/detail.html
Kementerian Kelautan dan Perikanan Republik Indonesia. (2024). Laporan kinerja 2024: Triwulan tiga. In Ditjen EBTKE. Retrieved from https://www.esdm.go.id/assets/media/content/content-laporan-kinerja-ditjen-ebtke-2020.pdf
Kotler, P. (2002). Marketing management (10th ed.). Pearson Custom Publishing.
Kotler, P. (2012). Essentials of management for healthcare professionals marketing management.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Inc. https://doi.org/10.1515/9783486801125
Mas'ari, A., Hamdy, M. I., & Safira, M. D. (2019). Analisa strategi marketing mix menggunakan konsep 4P (Price, Product, Place, Promotion) pada PT. Haluan Riau. Jurnal Teknik Industri, 5(2). https://doi.org/10.24014/jti.v5i2.8997
Purwianti, L., & Dila, W. N. (2021, May). Perancangan dan penerapan strategi marketing mix pada UMKM Tati’s cake. In ConCEPt-Conference on Community Engagement Project (Vol. 1, No. 1, pp. 2368-2376).
Reken, F., Erdawati, Rahayu, S., Apriansyah, R., Herman, H., Sulfitri, V., Hermanto, Fatmawati, Suprihartini, L., Masliardi, A., Hariyanti, K. D., & Tawil, M. R. (2024). Buku pengantar ilmu manajemen pemasaran (M. G. Indrawan, Ed.; 1st ed.). CV. Gita Lentera.
Sousa, C. M. P., Ruzo-Sanmartín, E., Varela-Neira, C., & Tan, Q. (2024). How to successfully adapt distribution strategy in exporting? The moderating effects of commitment and responsiveness. International Marketing Review, 41(6), 1218-1241. https://doi.org/10.1108/IMR-06-2023-0123
Stanton, W. J. (2013). Prinsip pemasaran (10th ed.). Penerbit Erlangga.
Sudirjo, F. (2023). Marketing strategy in improving product competitiveness in the global market. Journal of Contemporary Administration and Management, 12(1), 63-69. https://doi.org/10.61463/ijset.vol.12.issue1.598
Wibowo, T. S., Asir, M., Abduh Anwar, M., Herdiyanti, & Wijaya, E. (2022). Product pricing strategy on consumer purchasing power: A literature study. Management Studies and Entrepreneurship Journal, 3(5), 2987-2996. http://journal.yrpipku.com/index.php/msej
Wongsansukcharoen, J., & Thaweepaiboonwong, J. (2023). Effect of innovations in human resource practices, innovation capabilities, and competitive advantage on small and medium enterprises' performance in Thailand. European Research on Management and Business Economics, 29(1). https://doi.org/10.1016/j.iedeen.2022.100210
Yunisari, U., Suriyati, I., & Irmayanti. (2023). Pendampingan pemasaran melalui marketing mix 4P pada produk UMKM dalam menarik minat konsumen. Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia, 2(1), 2963-5055. https://doi.org/10.55606/jppmi.v2i1.111
