STRATEGIES FOR OPTIMIZING THE DISTRIBUTION CHANNELS OF RISOL MAYO MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN MEDAN

Wildan Akhir Nasution

Abstract


This study aims to analyze the channel optimization strategy of Risol Mayo MSMEs in Medan to expand market reach and improve consumer accessibility. The research method uses a descriptive qualitative approach through in-depth interviews, observation, and documentation. The results show that channel optimization can be achieved through the integration of online and offline channels, the use of digital platforms such as WhatsApp Business, Instagram, and marketplaces, and the organization of a region-based distribution system. Strengthening partnerships with local resellers has also proven effective in expanding marketing reach. In addition, service quality, response speed, and product information availability are important factors in improving consumer accessibility. This strategy has an impact on increasing product visibility, ease of ordering, and market expansion, thereby strengthening business competitiveness and sustainability.


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DOI: https://doi.org/10.3059/insis.v0i0.29209

DOI (PDF): https://doi.org/10.3059/insis.v0i0.29209.g14965

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