Transformasi Pemasaran UMKM melalui Pendampingan Strategi Pengembangan Usaha Adaptif

Abstract

This community service activity aims to improve the understanding and readiness of MSME partners in implementing adaptive marketing strategies through assistance in the 4P marketing mix (product, price, place, promotion). The implementation methods include identifying partner problems, providing counseling on marketing concepts, training on the application of the 4P strategy, and mentoring in the preparation of business development plans. The results show an increase in partners’ understanding of marketing strategies, as indicated by 82% of participants being able to identify target markets, develop pricing strategies based on costs and value, and design simple digital-based promotional plans. In addition, all partners were able to independently prepare short-term business development plans. This activity contributes to enhancing MSMEs’ readiness to adapt to market dynamics and to strengthening sustainable business competitiveness.