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ABSTRACT:

This research investigates the marketing strategies used by shops in Madura with a focus on the tagline "Open 24 Hours / 7 Days; Stop Opening Half A Day". Through a SWOT analysis approach and the Porter's Diamond framework, this research aims to understand how the tagline supports the competitiveness and operational success of stores in a unique local context. Research methods include in-depth interviews with shop owners, customer surveys, and operational data analysis. This research model uses a simple design with Triangulation Theory. The data collection techniques used are observation, interviews and documentation. The data analysis technique used is the Manual Data Analysis Procedure (MDAP). The research results show that the tagline not only acts as a creative marketing tool, but also reflects a commitment to high customer service and operational continuity in the face of changing market conditions. A SWOT analysis identifies strengths such as responsive customer service and weaknesses such as reliance on local resources, while a Porter's Diamond analysis highlights related factors and industry conditions that support the stores' operational strategies. Suggestions for future research include data collection, comparative studies with other industrial contexts, and collaboration with local governments to support demand and development of local shops in Madura.

KEYWORDS:

tagline “open 24 hours/7 days; stop opening half days”, marketing strategy, swot analysis, porter's diamond, madura stores.

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