Integrated Marketing Strategy Based on 7P and 7C to Strengthen the Competitiveness of Franchise Micro-Warteg

Abstract

This article examines integrated marketing strategy at Warteg Kharisma Bahari Lkr Dramaga as a case study of a micro franchise food stall near the IPB Dramaga area. The study is motivated by the need for small food businesses to move beyond good food and affordable prices by managing communication, service, process, physical evidence, and customer feedback consistently. The article applies an applied case study approach using customer short interview data, employee interview data, store observation, and an assessment of offline and online touchpoints. The analysis combines descriptive quantitative reading and thematic qualitative interpretation using the 7P framework paired with 7C. The findings show that the main value of the food stall lies in taste, menu variety, affordable prices, fast service, QRIS payment, and convincing food display. The main improvement areas are price transparency, promotional signage, Google Maps review governance, coordination during peak hours, and stronger physical evidence. This article proposes a realistic integrated marketing micro toolkit for micro franchisees.