MSMEs Marketing Strategies in Increasing Competitiveness in Modern Retail Markets Case Studies Medan City Indonesia and Kota Bharu Malaysia

Abstract

The purposes of this research are: (1) to analyze marketing strategies of MSMEs to win the opportunities and challenges in Medan and Kota Bharu Modern Retail Market; (2) to estimate Consumer Satisfaction Index of MSMEs in Medan and Kota Bharu. ABC Kue Basah and Izzara Cookies are used as MSMEs in Medan and Kota Bharu Product, Price, Promotion, Place, People, Process and Physical evidence are used in  Importance Performance Analysis (IPA) and Consumer Satisfaction Index (CSI). The result showed:  1) ABC Kue Basah encouraged to make first priority marketing strategy for Process, and Promotion 2) Izzara Cookies  encouraged to make  marketing strategy for Promotion 3)  Consumer Satisfaction Index for both companies are good, and Izzara Cookie has higher CSI than ABC Kue Basah