Implementation Marketing Mix Strategy for Local Minimarket Facing on National Chain Store: Case PT Noor Halal Minimarket

Ahmad Nuh, Tantri Yanuar Rahmat Syah, Rhian Indradewa, Diana Fajarwati


The increasing business of the national minimarket companies such as local retail in Indonesia (Indomaret and Alfamart) owned by large companies at this time the conventional stores and local minimarkets decrease their competitiveness. Those largest minimarket companies have penetrated their stores in many cities in Indonesia with a modern store operating system, a complete variety of products and surely with the big capital, makes the national minimarkets accepted by the market and faster to open their new stores. This Competition makes the local minimarket have to face challenges with the national minimarket network. The local minimarket must have a strong analysis to win this competition and become the next national minimarket level. Thus, in this study we explore the concept of 4P (Product, Place, Price, Promotion) of the marketing mix, how to operate, where the business will go, and who should be involved in Noor halal Minimarket. This minimarket is a local market in Bogor, West Java with implemented a marketing strategy starts with analyzing the overall situation of the company. The Local minimarket must do a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) in the company as a whole seller. Besides SWOT, Segmenting, Positioning is also needed to classify the market to be targeted. Here, the SWOT analysis can be used to understand the business mechanism of the company to be a better condition and also be competitive for the company's strength and prevent threats.


SWOT, STP, and Marketing Mix

Full Text:



Agung Made Kurnianto, Tantri Yanuar Rahmat Syah, Semerdanta Pusaka, Dadan Ramdhani (2019) Marketing Strategy on The Project Planning of Retail Business for Garage Shop

Evan Stiawan, Tantri Yanuar Rahmat Syah (2017), The Effectiviness of Promotional Benefit Towards Buying Intention Moderated By The Brain’s Tendency of Consumers

Jodi Widardi, Tantri Yanuar Rahmat Syah, Rhian Indradewa, Semerdanta Pusaka (2019), Marketing Mix Strategy Implementation for Business Plan at LH Hotel

Mauritius Kurniawan, Tantri Yanuar Rahmat Syah, Semerdanta Pusaka, Rhian Indradewa (2020), Marketing Analysis over Start-up Business in Lifestyle (Combining Barbershop and Coffee shop) at PT. Jeeva Work Corporation

Muhammad Rully Firmansyah, Tantri Yanuar Rahmat Syah, Semerdanta Pusaka, Dadan Ramdhani (2020), Marketing Plan Implementation over Business Start-up: Food Combining at PT. BERAS JAGUNG NUSANTARA

Rachmawati Putri Utami, Tantri Yanuar Rahmat Syah, Semerdanta Pusaka, Dadan Ramdhani (2020), Implementation Marketing Strategy for Business Start-up: Applications Home Care “4 Care”

Riskung Karim Marsuki, Tantri Yanuar Rahmat Syah, Rhian Indradewa, Semerdanta Pusaka (2019) Implementation Marketing Mix Strategy in the New Frozen Food Business: Nugget Duck-Duckan

Shinta Shinta, Tantri Yanuar Rahmat Syah, Dimas Angga Negoro (2020), Determinants of Customer Satisfaction and Customer Loyalty Over City Market Citra Raya

Sutanti Sutanti, Tantri Yanuar Rahmat Syah, Darmansyah HS, Semerdanta Pusaka (2018), Application of Segmenting, Targeting And Positioning (STP) and Networking, Interaction, Common Interest and Experience (NICE) Model On Startup Company of Service Provider in Indonesia

The effect of promotional benefit on purchase intention moderated by the brain’s tendency of consumers (2017) Evan Stiawan1, Tantri Yanuar Rahmat Syah2

Gary L. Lilien, Arvind Rangaswamy, Arnaud (2007) Principles of Marketing Engineering.

Harsh V.Verma (2007), Services Marketing: Text And Cases. /whats-next-in-southeast-asia.pdf

Kotler, P. Armstrong, G. (2018). Principle of Marketing 17th Edition, Pearson Education.

Kotler, P. Keller, K. (2014). Marketing Management. 15th Edition, Prentice Hall, Saddle River.

Luis E. Quezadaa*, Eduardo A. Reinaoa, Pedro I. Palominosa, Astrid M. Oddershedea (2019) Measuring Performance Using SWOT Analysis and Balanced Scorecard, 2351-9789

Martin, J. (1978), The Best Practice of Business, Marketing Planning Vol.5, John Martin Publishing.

Osterwalder, Alexander & Pigneur, Yves. (2010) Business Model Generation. New Jersey. John Wiley & Sons Inc.

Porter, Micheal E. (1985). Competitive Advantage. New York: Free Press.

Thomas O'Guinn, Chris Allen, Richard J (2009), Advertising and Integrated Brand Promotion, 5th edition.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Supported by :

Indexed by :