ANALISIS KELAYAKAN BISNIS MIE GACOAN MELALUI MARKETING MIX 4P: STUDI KASUS STRATEGI PEMASARAN DAN DAYA SAING

Abstract

Mie Gacoan has emerged as one of the rapidly growing culinary brands in Indonesia with its unique spicy noodle concept targeting the youth segment. This study aims to analyze the business feasibility of Mie Gacoan through the 4P marketing mix approach (Product, Price, Place, Promotion) and identify its competitive factors. The research employs a descriptive qualitative method with case study approach, utilizing field observations, semi-structured interviews with management, and analysis of secondary data from company reports. The  findings  reveal  that  Mie  Gacoan  maintains  competitive  advantages  through: (1) Product offerings featuring customizable spice levels and regular menu innovations; (2) Price affordability for its target market of students and young adults; (3) Place strategy with strategic locations near campuses and crowded areas; and (4) Promotion through creative social media campaigns and influencer collaborations. SWOT analysis indicates franchise expansion opportunities while also highlighting threats from similar competitors. The study concludes that proper integration of all four 4P elements serves as the key to Mie Gacoan's success, with recommendations to further develop digital marketing strategies and maintain quality consistency. These findings make significant contributions to culinary marketing literature and can serve as a reference for MSMEs in developing competitive strategies.