Analysis of the Potential and Challenges of Ibu Yani's Wajit Products Using the SWOT Approach and 4P Marketing Mix Strategy

Abstract

This study aims to analyze the potential and challenges of Ibu Yani's wajit product through the SWOT approach and the 4P marketing mix strategy. This study uses a qualitative approach and data is collected through participant observation, semi-structured interviews, and documents. The results of the study indicate that there is great potential for Ibu Yani's wajit product through its taste quality, use of quality raw materials, diverse flavor innovations, and traditional processing. However, this wajit product faces challenges such as competition with modern food, limited market segmentation, and limited distribution. These findings also indicate that digital marketing factors through social media and e-commerce play a major role in becoming the potential and challenges of Ibu Yani's wajit product. The implementation of the 4P marketing mix strategy can help increase product competitiveness. This study recommends the use of digital platforms such as social media and e-commerce to expand modern distribution and promotion