Abstract:
This research is emphasizing on the literature research being done to marketing that are used in homemade product and collect data that are related to implement it to new homemade product. This literature research is conduct to analyse the keywords, tools that are used, strategy, objectives and method of marketing in food industry, thus find the best solution to create a proper marketing strategy for homemade product. Afterwards the literature research had been conducted and a total of 100 documents were found in five databases. This database is determined using variety of keywords to organize the journals and articles found. This journals will be filtered and organize to the most relevant determined by the number of papers involved, research approach, the papers most quoted, classification per importance and its effects to homemade product and thus extract the data that may be implemented. The objectives and strategies are determined according to the needs of the industries through its lack of awareness and the need of having a proper marketing strategy that can be used as a guideline for homemade product. Afterwards this strategy is further on being studied through 4Ps of Marketing Mix to determine each factor to have its proper explanation of the strategies needed holistically. Some of the factors also being explain to its cause and effect on if it is not implemented in homemade products to show the importance of using the strategy. As expected by having a literature research on marketing strategy for product, it is possible to apply it to new homemade product. With the help of the 4Ps of the marketing mix and all the tools used, the proper marketing strategy that can be used by new homemade product could now be tested to a specific industry that are being recommended in this research.
