Analysis of the 7P Marketing Mix and Strategic Recommendations Using an Omnichannel Approach: A Descriptive Study of Cooler City, Telukjambe Timur, Karawang

Wildan Fatchan Maulidin; Wahyudin Wahyudin; Septia Indriyani; Gading Adithia Famella

doi:10.24014/jti.v11i1.32944

Analysis of the 7P Marketing Mix and Strategic Recommendations Using an Omnichannel Approach: A Descriptive Study of Cooler City, Telukjambe Timur, Karawang

Wildan Fatchan Maulidin, Wahyudin Wahyudin, Septia Indriyani, Gading Adithia Famella

Abstract

This study examines the integration of the 7P marketing mix with a multichannel approach at Cooler City Telukjambe Timur Karawang, focusing on its impact on customer experience and business competitiveness. This study addresses the gap in understanding how this strategy is implemented in the Indonesian food and beverage industry, especially in a competitive market. Using a descriptive qualitative method, data was collected through management interviews, direct observation, and digital platform analysis. The study findings revealed that implementing the 7P strategy increased customer engagement through diverse product offerings, flexible pricing, strategic locations, and active social media promotions. However, some areas that need improvement include optimizing digital promotions through influencer collaboration and developing a direct ordering platform. The study concluded that although the 7P and cross-channel strategies have been implemented effectively, continuous digital marketing and staff training innovation is essential to maintain competitiveness and support sustainable growth in the ice cream and beverage sector. Recommendations emphasize enhancing digital promotion strategies and improving customer service processes to ensure a consistent customer experience across all channels.

Keywords: Marketing Mix, 7P, Omnichannel, Cooler City, Karawang

Full Text:

PDF

References

V. I. Aleshnikova, T. A. Beregovskaya, and E. V. Sumarokova, “Omnichannel marketing strategy,” Vestnik Universiteta, no. 2, pp. 39–45, Apr. 2019, doi: 10.26425/1816-4277-2019-2-39-45.

T.-L. Hsia, J.-H. Wu, X. Xu, Q. Li, L. Peng, and S. Robinson, “Omnichannel retailing: The role of situational involvement in facilitating consumer experiences,” Information & Management, vol. 57, no. 8, p. 103390, 2020, doi: https://doi.org/10.1016/j.im.2020.103390.

R. Suriansha, “Omnichannel Marketing,” Journal of Economics and Business UBS, vol. 10, no. 2, pp. 214–227, 2021.

R. D. Rosita, Budiarto, and T. Kismantoroadji, “The Analysis Of The Effect Of Marketing Mix (7Ps) On Purchase Decision Of Kopi Luwak Mataram,” Jurnal Dinamika Sosial Ekonomi, vol. 21, no. 1, pp. 15–25, Jun. 2020.

P. Kotler, Marketing Management, Millenium Edition. 2000. [Online]. Available: www.pearsoncustom.com

M. R. Jain and S. Jain, “Analyzing and Exploring the Effectiveness of Each Element of 7Ps of Marketing Mix,” 2022.

A. B. Sulistyo, A. Alwiyuni, A. D. Juniarti, and N. Hidayanti, “Analisis Strategi Pemasaran Dengan Menggunakan Metode SWOT Dan 4P Pada Keramik (Study kasus : PT. Sahabat Keramik Anugerah),” Jurnal Teknik Industri, vol. 9, no. 1, pp. 210–218, 2023.

P. Kotler and G. Armstrong, Principles of Marketing 17th Edition, 17th ed. Lego: Pearson Education Limited, 2018.

Kaharuddin, “Kualitatif: Ciri dan Karakter Sebagai Metodologi,” Equilibrium : Jurnal Pendidikan, vol. 9, no. 1, pp. 1–8, 2021, [Online]. Available: http://journal.unismuh.ac.id/index.php/equilibrium

M. L. Teklehaimanot, “Customer–Centric informal business marketing in Africa: the case of Ethiopian MSMEs ,” Small Enterprise Research, vol. 30, no. 2, pp. 154–170, 2023, doi: 10.1080/13215906.2022.2086610.

P. Kotler and G. Armstrong, Principles of Marketing (12th ed.). Pearson Education, 2007.

M. Haizam and M. Saudi, “The Impact Of 7p’s Of Marketing on The Performance of The Higher Education Institutions,” 2021, doi: 10.48047/rigeo.11.3.26.

A. D. Nugraha, C. G. G. Putra, and E. Purwanti, “Analisis Bauran Pemasaran Pada Pemasaran Produk di Toyslicious Karawang,” Jurnal Ilmiah Wahana Pendidikan, vol. 8, no. 4, pp. 9–14, Mar. 2022.

D. Darmawan and E. Grenier, “Competitive Advantage and Service Marketing Mix,” Journal of Social Science Studies, vol. 1, no. 2, pp. 75–80, 2021.

P. N. Dewi, C. Hendriyani, and R. M. Ramdhani, “Analisis Implementasi Strategi Bauran Pemasaran 7P Pada Usaha Bakso Wong Jowo By Tiwi,” JIP (Jurnal Industri dan Perkotaan), vol. 17, no. 2, pp. 6–13, Aug. 2021.

H. Rochmadika and A. Parantika, “Strategi Bauran Pemasaran 7P Menggunakan Pendekatan Analisis SWOT dalam Upaya Meningkatkan Daya Saing Mangata Coffee & Eatery,” Media Wisata, vol. 21, no. 1, pp. 164–177, May 2023, doi: 10.36276/mws.v21i1.460.

E. R. Rachmawati, T. Y. Rahmat Syah, and R. Indradewa, “Influence of Marketing Mix Strategy on Business Arena Corner,” International Journal of Research and Review, vol. 8, no. 8, pp. 76–86, Aug. 2021, doi: 10.52403/ijrr.20210812.

M. Yusuf, N. Muhammad, and I. Yahaya Suleiman, “The Impact of Physical Evidence in Service Delivering as Marketing Tools that Foreseen Profitability for Private Universities in Nigeria,” The Journal of Management Theory and Practice (JMTP), vol. 1, no. 1, pp. 14–18, Jun. 2020, doi: 10.37231/jmtp.2020.1.1.13.

Y.-J. Cai and T.-M. Choi, “Omni-channel marketing strategy in the digital platform era,” J Bus Res, vol. 168, p. 114197, 2023, doi: https://doi.org/10.1016/j.jbusres.2023.114197.

A. Shukla, “Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimized Content Creation,” 2023. doi: 10.1007/978-3-031-30720-1_9.

H. D. Anjani, Irham, and L. R. Waluyati, “Relationship of 7P Marketing Mix and Consumers’ Loyalty in Traditional Markets,” Agro Ekonomi, vol. 29, no. 2, pp. 261–273, Nov. 2018, doi: 10.22146/ae.36400.

A. Kallevig, “The Distributed Creative Brand Image: Integrating Digital Influencer Collaboration into Omnichannel Marketing Communication,” in Digital Transformation for Fashion and Luxury Brands: Theory and Practice, W. Ozuem, S. Ranfagni, and M. Willis, Eds., Cham: Springer International Publishing, 2024, pp. 249–270. doi: 10.1007/978-3-031-35589-9_12.

P. N. Romadhon, A. W. Rizqi, and Hidayat, “Analisis Pasar Segmentation, Targeting, Positioning, dan Marketing Mix 4P Minuman Kopi UD. XYZ,” Jurnal Teknik Industri, vol. 9, no. 1, pp. 80–85, 2023.

M. Nurhayaty, “Strategi Mix Marketing (Product, Price, Place, Promotion, Eople, Process, Physical Evidence) 7P Di Pd Rasa Galendo Kabupaten Ciamis,” Jurnal Media Teknologi, vol. 08, no. 2, pp. 119–127, Mar. 2022.

T. Manishimwe, “Correction to: Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis (Journal of Revenue and Pricing Management, (2022), 21, 6, (668-683), 10.1057/s41272-022-00383-w),” 2022. doi: 10.1057/s41272-022-00393-8.

. F., A. J. Cornelia, and S. Hadiwirosa, “Strategy Analysis of the 7p Marketing Mix in Co-Working Space,” International Journal of Research and Review, vol. 9, no. 9, pp. 182–187, Sep. 2022, doi: 10.52403/ijrr.20220918.

Maimunah and U. Suji’ah, “Bauran Pemasaran 7p Dan Pengaruhnya Terhadap Kepuasaan Pelanggan Rumah Makan Mr. Teto Pusat, Perintis Kemerdekaan, Kota Yogyakarta,” Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi, no. 3, pp. 179–194, May 2023.

DOI: http://dx.doi.org/10.24014/jti.v11i1.32944