Marketing Management Strategy Of Konanami SME For Business Sustainability Amid Mining Activities In Morowali Regency Denda Suliastun Pebrianti(1), Niluh Putu Evvy Rossanty (2), Muhammad Isra Iradat (3),
Department of Management, Faculty of Economics and Business, Tadulako University, Morowali Campus
Abstract
Konanami SME, a local microenterprise in Unsongi Village, Morowali Regency, was established under the PKK Womens Organization to empower the community through sustainable entrepreneurship. This study aims to analyze Konanamis marketing management strategy in maintaining business sustainability amid intensive mining activities in Morowali. Using a qualitative descriptive method, the research explores the application of segmentation, targeting, positioning, and the marketing mix , product, price, place, and promotion. The findings show that Konanami successfully differentiates its nutmeg-based products by emphasizing natural ingredients, halal certification, and local cultural value. The enterprise applies affordable pricing, hybrid distribution and community based promotion through social media and local events. These strategies not only enhance brand recognition but also strengthen the local economy by creating jobs and supporting womens empowerment. Konanami demonstrates that a community-based business can remain competitive and sustainable even in regions dominated by mining industries through adaptive and ethical marketing management.
Keywords: Marketing strategy- SME sustainability- blue economy- community empowerment- Morowali
