Re-Design Digital Marketing Innovation of Food SMEs in The Era of Industry 4.0

Authors

  • Fadillah, Achmad, Retnaningsih, Khaliffaturrahman, Wisnu Murti

Abstract

MSMEs have a large contribution to national GDP from a market share of more than 55% and employment absorption of 97% in Indonesia. However, there was a decrease in income and profits received by the Food SMEs caused by decreasing of market targets, the market began to saturate, the coverage of narrow geographical and demographic market segments, less accurate marketing, business concepts without strong differentiation, and the brand product life cycle (PLC) is entering a phase of decline. Therefore, the marketing strategy design is needed by Food SMEs through a marketing mix of human (customer) centric based on the customer path experience approach. The objectives of this paper are to identify the current marketing mix of Food SMEs, to analyze the customer path map experience of the Food SMEs, and to formulate the Food SMEs through the 4C marketing mix. The method used in this paper are the marketing mix approach (7P and 4C) and customer path 5A experience methods. The results of this study revealed that the implementation of marketing mix 7P by Food SMEs is not yet optimal in the digital economy, the characteristics of Food SME’s customers dominated by young people or early millennial women, the improvements of customer experience in the customer path map, and the marketing mix 4C design to increase food SMEs business sustainability.

Published

2020-11-01

Issue

Section

Articles