Analysis of Marketing Strategies to Improve the Competitiveness of UMKM on Cilembu Roasted Sweet Potatoes in Korpri Bandar Lampung

This study aims to determine the marketing strategies used to increase competitiveness at Ubi Bakar Madu Cilembu Korpri Bandar Lampung. The research method that can be used is a descriptive qualitative approach, using observation techniques and interviews with business owners to collect company data. The results show that marketing strategy management involves four main elements: 1) segmentation, 2) target market determination, 3) market positioning, and 4) marketing mix. In conclusion, the current marketing strategy is considered optimal because it applies these components, and is able to increase revenue with positive results. The contribution of this research is to increase understanding and knowledge about marketing strategies in improving the competitiveness of MSMEs, especially in the case of Cilembu grilled yam in Bandar Lampung. This research also provides insight to MSME business owners, especially those engaged in the food sector such as grilled sweet potatoes, to improve the effectiveness of their marketing strategies. As well as contributing new understanding or confirmation of existing marketing management concepts, especially at the MSME level. It can be concluded that the analysis of the effectiveness of marketing strategies shows an increase in total sales from 2021 to 2023, which is an indicator of the success of the marketing strategy at Ubi Bakar Cilembu MSMEs. The marketing strategy implemented by Ubi Bakar Madu Cilembu Korpri has proven successful, as reflected in the consistent increase in sales volume. Keywords: Marketing Strategy, Competitiveness, Cilembu Sweet Potato