KnE Social Sciences

Published date: Jun 25 2025

Journal Title: KnE Social Sciences

Issue title: Brawijaya International Conference on Business Administration, Taxation, and Tourism (BICBATT 2024)

Pages: 379 - 385

DOI: 10.18502/kss.v10i13.18973

‎ RiyadiFaculty of Administrative Sciences, Brawijaya University, Malang

‎ Suprionosupriono_fia@ub.ac.idFaculty of Administrative Sciences, Brawijaya University, Malang

Aditya KurniawanFaculty of Administrative Sciences, Brawijaya University, Malang

Small and medium-sized enterprises (MSMEs) are businesses owned by individuals or entities that meet certain criteria. They play a vital role in Indonesia’s economic growth. In Batu City, the abundance of apple orchards has led many residents to start applebased businesses, creating a thriving MSME sector with a variety of apple products. One such MSME, Brosem Apple Cider, faces challenges common to small businesses, including fluctuating demand and competition from similar businesses. To succeed in this environment, Brosem needs to carefully consider its marketing strategies to meet customer needs and gain a competitive edge.

This research explores how effectively Brosem Apple Cider is using marketing mix strategies, using a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The study uses descriptive research with a qualitative approach. The findings suggest that Brosem’s current marketing mix is not as effective as it could be, based on data related to sales, production, distribution, and their ability to invest in new equipment. The SWOT analysis further confirms weaknesses in their current marketing mix implementation. Therefore, Brosem Apple Cider needs to improve its mixed marketing strategies to achieve greater success.

Keywords: 4P marketing mix, effectiveness, MSMEs, Brosem Apple Cider

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