Analisis Strategi Pemasaran Pada Usaha Kebab Turki Zahara Di Kecamatan Bengkalis

This study aims to analyze the marketing strategy of the Kebab Turki Zahara business in Bengkalis District in facing fast food competition. The research method used is a qualitative descriptive method with data collection techniques through interviews, observations, documentation and literature studies. The results of the study indicate that Kebab Turki Zahara has implemented a marketing strategy through geographic, demographic, psychographic and behavioral segmentation. With the main target market of students, college students and middle class people. Positioning is done by emphasizing the quality of delicious kebab products, practical and according to local tastes. The marketing mix strategy includes products with various variants, affordable prices, strategic locations and promotions through social media. SWOT analysis shows strengths in taste and strategic location, but there are weaknesses in product durability and threats from competitors and fluctuations in raw material prices. This study provides an overview that the right and adaptive marketing strategy can help UMKM maintain and expand their market share.