Analysis Of The Weaknesses Of Small Entrepreneurs Tea Gurah As An Effort To Improve Marketing Performance Through An Effective Marketing Strategy

Abstract

This community engagement initiative aims to enhance the marketing performance of teh gurah businesses through the implementation of effective marketing strategies. As a component of the herbal and health industry, teh gurah possesses significant potential but frequently encounters challenges in broader market reach and competitive enhancement. The primary issue identified is the lack of understanding and structured application of modern marketing strategies. Therefore, a holistic approach encompassing market analysis, segmentation, targeting, positioning, and the development of a marketing mix (product, price, promotion, and place) becomes crucial. The methodology employed in this study involved direct observation of teh gurah business owners. The anticipated outcomes of this activity are an increased capacity of business actors in formulating and executing marketing strategies, an uplift in sales turnover, an expansion of market reach, and an enhanced brand image of teh gurah among consumers. Consequently, this initiative is expected to contribute to the development of teh gurah businesses, making them more competitive and sustainable in the market.