Strategi Marketing Mix (7P) Sebagai Upaya Meningkatkan Penjualan pada PT Cening Bagus Sejahtera

Abstract

This study aims to identify the implementation of the Marketing Mix (7P) strategy at PT Cening Bagus Sejahtera, particularly in marketing Cening Bagus Milk Pie. The activity was conducted through a Field Work Study on July 26, 2026 at PT Cening Bagus Sejahtera, Gianyar, Bali. A descriptive qualitative method was used, with data collected through direct observation, documentation, and information obtained from the company. The findings indicate that the company has implemented all seven elements of the marketing mix: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Product strategy is implemented through quality raw materials, distinctive taste, product variants, and attractive packaging. Pricing considers production costs, product quality, competitors' prices, and consumer purchasing power. The strategic location on a tourism route supports consumer accessibility. Promotion is conducted through social media, cooperation with travel agencies, and direct promotion. Employees provide friendly and communicative service. Production and service processes follow standard operating procedures, while physical evidence includes a clean and comfortable store, organized product displays, parking facilities, and attractive packaging. Overall, the implementation of the Marketing Mix (7P) supports value creation, customer comfort and satisfaction, and business competitiveness. However, the company still faces competition among similar products, fluctuations in raw material prices, dependence on tourist visits, and increasingly competitive digital marketing.