Marketing Strategy in Increasing the Competitiveness of Bangkok Chicken Farmers in Bahu Village, Manado City.

Abstract

The purpose of this study is to analyze the marketing strategies used by Bangkok chicken farmers in Bahu Village in increasing business competitiveness. This study uses a qualitative approach with primary data collection through observation, in-depth interviews with chicken owners and farmers, and documentation of business activities. The results of the study indicate that the implementation of a marketing mix consisting of product strategy, pricing, distribution channels, and promotion has a significant role in increasing the competitiveness of Bangkok chicken farmers. In particular, product quality characterized by chicken health and cage cleanliness is the main factor influencing consumers. The pricing strategy was found to be adjusted to the quality of the chicken, so that the price offered reflects added value. On the distribution side, the marketing network has proven to be able to expand market reach. In addition, innovative promotions create a positive image and increase consumer loyalty. The implication of this study is that the success of a Bangkok chicken farming business is not only determined by product quality, but also the ability of farmers to manage all aspects. Thus, this study not only provides an overview of the implementation of marketing strategies, but also provides practical recommendations that can be used as a reference for business actors and related parties in developing more effective marketing strategies.