IMPLEMENTASI STRATEGI BISNIS PADA UMKM MADURANFOOD.MLG UNTUK MENINGKATKAN DAYA SAING DAN KEBERLANJUTAN USAHA

MaduranFood.MLG is a culinary business that provides processed Madurese food products in Malang. The main product offered is Pentol Ghepek, a traditional Madurese food made from skipjack tuna (ikan tongkol) and served with a distinctive chili sauce made from chilies, garlic, shallots, and green onions. This business aims to introduce Pentol Ghepek to a wider community while preserving the authentic taste and cultural value of Madurese cuisine. The marketing strategy includes digital promotion, attractive product packaging, and competitive pricing. In addition, market and competitor analysis are conducted using Porter’s Five Forces and a positioning matrix to identify market opportunities and competitive advantages. Through these strategies, MaduranFood.MLG is expected to expand its market reach and develop into a sustainable culinary business while promoting Madurese culinary identity.