Marketing Management Strategy of Kerupuk Amplang Dapoer Surya Ani to Increase the Competitiveness of Local Products

This research aims to analyse the marketing management strategies applied by Dapoer Surya Ani in improving the competitiveness of local amplang cracker products. This research uses observation methods, library activities, field research, interviews, and documentation methods to collect data. Qualitative analysis was used to analyse the collected data. The results showed that Dapoer Surya Ani uses effective marketing strategies to increase sales of amplang crackers. These strategies include improving product quality, new product innovation, cooperation with related agencies, attractive packaging, relatively low prices, and special promotions to attract customers. In addition, this study also found that the addition of promotional aspects to existing buyers and the addition of new branches in strategic locations can increase product sales.