Strengthening Strategic Management and Digital Marketing to Enhance the Competitiveness of Micro, Small, and Medium Enterprises (MSMEs) Based on Local Potential in Buluh Cina Village

Abstract

Micro, small, and medium enterprises (MSMEs) play an important role in supporting local economic development and community-based entrepreneurship. However, strengthening their competitiveness requires effective business planning and the ability to utilize digital technologies to reach broader markets. This community service program aims to strengthen strategic management and digital marketing capabilities among MSMEs based on local potential in Buluh Cina Village, Siak Hulu District, Kampar Regency, Riau Province, Indonesia. The program employs a participatory and practice-oriented approach consisting of preliminary assessment, strategic management training, digital marketing training, business mentoring, and monitoring and evaluation. The activities focus on business environment analysis, identification of competitive advantages, target market selection, business planning, branding, digital promotional content, and the use of appropriate digital marketing channels. The program is designed to help participants develop more structured business strategies, improve their digital promotional practices, and utilize local resources to identify market opportunities. Its expected contribution is to support stronger managerial capabilities, more effective customer engagement, and the sustainable development of locally based enterprises. Further evaluation using participant assessments and follow-up business indicators is necessary to establish the program's actual impact on MSME competitiveness and business performance.