Analysis of The Implementation of Marketing Strategies in Supporting Sustainable Business Development in Abon Ayam Bunda Putra Businesses in Mamuju City

Abstract

This study aims to analyze and develop a sustainable business marketing strategy for the Abon Ayam Bunda Putra Business in Mamuju City to improve its competitiveness and sustainability. The main problems faced are a simple marketing strategy, suboptimal use of digital marketing media, and inconsistent brand identity management, resulting in limited market reach and suboptimal business growth. This study used a Research and Development (R&D) approach with qualitative methods. Data were collected through observation, interviews, and documentation involving the business owner, employees, and customers. The analysis was conducted by reviewing existing marketing conditions and linking them to the concept of sustainable business, which encompasses economic, social, and environmental aspects. The results show that the business's marketing strategy is still dominated by direct sales and customer recommendations, while digital marketing has not been managed in a structured and sustainable manner. Furthermore, limited human resources also affect the effectiveness of marketing management. Therefore, it is necessary to develop a more targeted marketing strategy through strengthening branding, optimizing digital media, and improving the quality of human resources. The developed sustainable business marketing strategy is expected to expand market reach, increase product competitiveness, and support long-term business sustainability.