Description of the implementation of the moringa tea marketing mix strategy at UD Wuna Barakati in Muna Regency, Southeast Sulawesi Province
U.D. Wuna Barakati is the only Moringa tea producer in Muna Regency. Competition among Moringa leaf processed beverage businesses continues to increase. So, U.D. Wuna Barakati must implement an appropriate marketing strategy, including a marketing mix strategy. This research aims to describe the implementation of the Moringa tea marketing mix strategy at U.D. Wuna Barakati. The components of the marketing mix are limited to 4P, namely Product, Place, Promotion and Price. Primary data was collected using observation, questionnaires and in-depth interviews, while secondary data was collected through documentary studies. The data was analyzed descriptively qualitatively, through three main steps, namely data reduction, data presentation, and verifying and concluding. The research results show that in general, the implementation of the Moringa tea marketing mix strategy at UD. Wuna Barakti is relatively good. However, there are several problems that do not support the competitiveness of the business and therefore need to be fixed simultaneously, namely: (a) single product variant, (b) low monthly sales value; (c) distribution area coverage is not yet optimal; (d) prices at the consumer level are relatively high; (e) the audience for online marketing promotions is not yet optimal; and (f) the issue of one price policy.
- Alimin AliminAlimin
- Harniwati HarniwatiHarniwati