Small and medium industries (SMIs) are an important sector in the Indonesian economy. However, SMIs often experience difficulties in marketing their products due to limited resources and limited market access. Therefore, an appropriate marketing strategy is needed to help SMIs increase sales and expand the market. This study aims to analyze the product marketing strategy of SMIs, especially in terms of determining the right market segment, selecting effective distribution channels, and setting appropriate prices. This research uses a qualitative descriptive method, using case studies on three SMIs in the Jabodetabek area. Data were obtained through literature study and interviews with owners and managers of SMIs, as well as direct observation of products and marketing processes. Data were collected through interviews with owners and managers of SMIs, as well as direct observation of products and marketing processes. Interviews were conducted using structured interview guidelines, while observations were made by observing the product marketing process and its distribution channels. Data were analyzed using qualitative descriptive analysis techniques, namely by collecting data, reducing data, displaying data, and drawing conclusions. The results showed that the three SMIs that became the object of research have different marketing strategies. However, there are similarities in terms of determining the right market segment and selecting effective distribution channels. In addition, appropriate pricing is also an important factor in the product marketing strategy of SMIs. In conclusion, the right marketing strategy can help SMIs increase sales and expand the market

The development of technology and digitalization affects various aspects of life, including in the business world. Competition in the business world is getting tighter, so the right product innovation and development strategy is needed to improve the company's competitiveness. Therefore, this research was conducted to understand product innovation and development strategies that can help improve the competitiveness of companies in the digital era. The purpose of this research is to analyze product innovation and development strategies that can improve the competitiveness of companies in the digital era. This research uses a qualitative approach. Data was collected through documentation studies. The data was then analyzed descriptively with content analysis techniques. The results showed that product innovation and development strategies carried out by companies in the digital era include the use of information and communication technology, product research and development, collaboration with other parties, and product diversification. These product innovation and development strategies are considered effective in increasing the company's competitiveness in the digital era