PRODUCT DEVELOPMENT AND MARKETING STRATEGIES ON THE SALE OF MSME PRODUCTS IN PALU CITY
Fiminuria Dewi, Miza Livia Andini, Yelsa Sylomitha Merontjo

Faculty of Economics and Business, Tadulako University

Abstract

ABSTRACT
This research aims to study and analyze product development and marketing strategies in the sale of MSME products, namely the Pisang Sultan business located on Jl. Untad 1, Palu City. The development of Micro, Small, and Medium Enterprises (MSMEs) is a very important effort to improve organizations and support a sustainable economy. Marketing strategy is a series of activities or steps to achieve certain goals, this goal can be achieved through activities that involve the creation of a product that is valuable and attractive to consumers, to distributing the product to consumers. Basically, a marketing strategy encompasses all the efforts that have been made to connect the product from the manufacturer to the end consumer. In writing this article, the research method used is qualitative research. Data collection was obtained through direct interviews and observations. This article discusses the importance of product development and effective marketing strategies for Pisang Sultan^s business in reaching a wider range of consumers and achieving success during the pandemic. The results of this study say that innovative product development and effective marketing strategies are essential for Pisang Sultan to face fierce competition and dynamic changes in consumer behavior. By combining product development with the right marketing strategy, these businesses can build strong brands, increase sales, and achieve long-term success.

Keywords: Product Development, Marketing Strategy

Topic: Marketing and Digital Marketing