Marketing Strategy of Mixue Franchise in Bengkalis

Authors

  • Dwino Rani Politeknik Negeri Bengkalis
  • Yunelly Asra Politeknik Negeri Bengkalis

DOI:

https://doi.org/10.59061/dinamikapublik.v2i3.726

Keywords:

Marketing Strategy, Market Segmentation, Marketing Mix.

Abstract

This study aims to determine how the mixue franchise marketing strategy in Bengkalis. This research uses a qualitative descriptive method. The data collection techniques used are interviews and documentation. The object of this research is Mixue Bengkalis. The results of this study are the marketing strategy used by Mixue to market its products, namely market segmentation and marketing mix. The market segmentation used by Mixue Bengkalis is demographic segmentation because this segmentation describes consumer groupings based on generalizations, such as age, gender, religion, income and occupation. In the marketing mix strategy, mixue bengkalis determines the strategy in several ways, including the following: Product strategy mixue bengkalis adds the latest menu to meet market needs and innovates its menu, price strategy mixue bengkalis applies a national price strategy. The place strategy or mixue distribution channel can be reached offline, namely at the store's operational location and online through gobeng. The promotional strategy carried out by mixue bengkalis is to provide promos at certain events which are announced through mixue bengkalis social media accounts.

References

Abdurrahman, Nana Herdiana. (2015) Manajemen Strategi Pemasaran,CV.Pustaka Setia, Bandung.

Alma, Buchari. (2018) Manajemen Pemasaran dan Pemasaran Jasa, Alfabeta, Bandung.

Franchise. (n.d). MXBC-Since 1997 Ice Cream and Tea Chain. Accessed 13 november 2023. Available from: https://en.mxbc.com/cooperation

Kotler, Philip dan Gary Armstrong. (2014) Dasar-dasar Pemasaran (Edisi Kesembilan, Jilid 1dan 2) oleh Alexander Sindoro, Jakarta.

Menu Mixue. (n.d.). mixue since 1997 Ice Cream & Tea. Mixue.co. Accessed 29 may 2023. Available from: https://mixue.co/TanpaPenulis

Musonera, E. (2021) Strategic Marketing Case Analysis: Starbucks, Journal of Business and Social Science Review, 2(11), 12-22

Rahman, D. F. (2022) Profil Mixue, Perusahaan Es Krim dan The Tiongkok yang Aktif Ekspansi. Katadata.Co.Id

Romadhona, P. H. (2022) Marketing Strategy for Spotless. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(10), 4299-4314.

Saleh, Muhammad Yusuf dan Miah Said (2019) Konsep dan Strategi Pemasaran, cetakan 1, CV. Sah Media, Makassar.

Sugiyono (2017) Metode Penelitian Kuantitatif, Kualitatif, Dan R&D, Alfabeta, Bandung.

Suhairi, S., Wahdini, R., Nasution, D. A., Mustafaruddin, M., & Yahya, M. (2022) Analisis Strategi Pemasaran Produk Kopiko PT Mayora Indah dalam Memasuki dan Bersaing di Pasar Global. JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen, 2(2), 3712-3721

Syarifudin, dkk (2022) Sejarah Pemasaran Dan Strategi Bauran Pemasaran, CV. Istana Agency, Yogyakarta.

Yuliana, Y., & Ardansyah, A. (2022). Marketing Strategy Analysis to Increase Sales of Square Coffee Shop Drinks in Bandar Lampung City. SINOMIKA Journal: Scientific Publications in Economics and Accounting, 1(3), 309-320.

Zhao, J. (2022) Marketing Strategy and the US Market Based on the Performances of Existing Chinese Milk Tea Brands. Highlights in Business, Economics and Management, 2, 289-296.

Published

2024-07-06

How to Cite

Dwino Rani, & Yunelly Asra. (2024). Marketing Strategy of Mixue Franchise in Bengkalis. Dinamika Publik: Jurnal Manajemen Dan Administrasi Bisnis, 2(3), 15–26. https://doi.org/10.59061/dinamikapublik.v2i3.726

Similar Articles

<< < 1 2 

You may also start an advanced similarity search for this article.