Relocating street vendors to integrated culinary centers often presents new challenges for the sustainability of small businesses. Rona Netanya Tifani, Sutarno, and Hudi Kurniawanto from Slamet Riyadi University conducted an in-depth evaluation of the condition of vendors at the Manahan Shelter, Surakarta, in mid-2026. This research explores how the implementation of the marketing mix serves as a determining factor for vendor success post-relocation, providing strategic insights for culinary center managers and city governments.
Business Challenges in a New Location
Relocation aims to organize city spaces to be neater and cleaner. However, moving a business location often disrupts loyal customer bases and alters the market dynamics for vendors. At the Manahan Shelter, vendors face a situation where they must adapt to a new environment that demands more professional marketing strategies than when they operated independently on the roadside. Without a proper understanding of marketing management, the risk of declining income post-relocation becomes a real threat to their business continuity.
Qualitative Evaluation Approach
The researchers employed a qualitative approach using a descriptive method to capture the reality of the vendors' businesses. Data were collected throughout 2026 through field observations, in-depth interviews with vendors, visitors, and relevant government officials, supported by documentation studies. Data analysis was conducted using the Miles and Huberman interactive model—ranging from data reduction to conclusion—to identify the effectiveness of implementing the marketing mix elements (product, price, place, and promotion) at the new location.
Key Findings: The Strategic Role of the Marketing Mix
The research results show that vendors who were able to maintain or increase their turnover post-relocation were those who proactively implemented the following marketing elements:
- Product Development: The quality of taste and food hygiene remain the primary attractions for both old and new customers.
- Pricing: Vendors tend to maintain competitive prices to remain affordable within the new shelter environment.
- Placement Strategy (Place): Although the Manahan Shelter is a government-designated location, vendors still need to arrange their stalls to be more attractive and easily accessible to visitors.
- Promotion Enhancement: The use of social media and word-of-mouth promotion proved highly effective in informing loyal customers of their presence at the shelter.
Impact on Policy and Business
This research from Slamet Riyadi University emphasizes that physical relocation must be accompanied by the empowerment of marketing management skills for vendors. The government and shelter managers need to do more than just provide space; they must facilitate business skill training for small business owners. For the vendors, these findings serve as a reminder that in a new location, the ability to manage the marketing mix adaptively is the key to surviving and growing in the increasingly tight food and beverage industry competition.
Author Profile:
- Rona Netanya Tifani – Researcher, Slamet Riyadi University; Expertise: Marketing Management and Creative Economy.
- Sutarno – Researcher, Slamet Riyadi University; Expertise: Business Management.
- Hudi Kurniawanto – Researcher, Slamet Riyadi University; Expertise: Strategic Management.
Research Source:
Tifani, R. N., Sutarno, S., & Kurniawanto, H. (2026). "Post-Relocation Evaluation of Food Vendors at the Manahan Shelter in Surakarta From a Marketing Management Perspective". International Journal of Education and Life Sciences (IJELS), 4(5), 669-676. DOI:
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