Manajemen Pemasaran Dan Pengembangan Distribusi Keliling Sayur Dan Lauk Pauk Perspektif Bapak Hanafi Di Desa Palengaan Daja

Abstract

This research focuses on marketing management and development of mobile distribution of vegetables and side dishes carried out by Mr. Hanafi in Palengaan Daja Village. In his efforts to meet the food needs of the local community, Mr. Hanafi uses a motorbike with a cart to distribute various types of vegetables and side dishes directly to residential areas. This research uses a qualitative approach with a phenomenological method to understand the strategy and implementation of marketing management and distribution development carried out by Mr. Hanafi. Data was collected through observation, interviews and documentation. The research results show that the marketing management implemented includes planning, observation, implementation and supervision. Meanwhile, distribution development is carried out by adjusting distribution routes and times, as well as paying attention to consumer needs. Mr. Hanafi also implements marketing strategies such as target market analysis, strategic location determination, use of online platforms, competitive pricing, and collecting customer feedback. These results show that a structured and adaptive approach in marketing management and mobile distribution can increase the efficiency and effectiveness of small businesses in meeting consumer needs in rural areas.