Strategy for Application of Marketing Mix (7P) in Marketing of Akaza Wooden Craft Products at UD Mitra Karya Sejahtera Jombang

Abstract

Companies can develop well in achieving targets and goals if they have a good marketing strategy. The marketing strategy used as a reference is themarketing mix. Marketing 7P consists of product, price, place, promotion, people, process and physical evidence. This study aims to determine the strategy for implementing the marketing mix (7P) of Akaza Wooden Craft products in marketing products and to determine the marketing barriers of Akaza Wooden Craft products. This research uses a qualitative approach with the type of case study research. Sources of data obtained from primary data (person) and secondary data (place and paper). Data collection using purposive sampling. The data collection procedure used observation, interviews and documentation. The research instrument includes the researcher himself, interview guide and field notes. The data analysis technique used is descriptive analysis of the results of the interview, the researcher will describe and analyze based on the theoretical framework used in this study. The data validity technique used by the researcher is triangulation. Based on the credibility test analysis (triangulation of sources and methods) the results are that UD . Karya Mitra Sejahtera fulfills the elements of the marketing mix (Marketing Mix) which includes Product, Price, Place, People, Process, and Promotion in every marketing process for Akaza Wooden Craft products. Barriers faced by UD Mitra Karya Sejahtera in the mix  physical evidence.