Marketing Strategy for Micro, Small and Medium Enterprises (MSMEs) and Application of the Lintang Trusmi Wetan Batik Canvas Business Model, Cirebon Regency

Abstract

Micro, Small and Medium Enterprises are businesses that play an important role in the national economy. Currently, MSMEs are intensively implemented in various regions in Indonesia. One of the areas that runs this business is Jalan Indrakila, Bang Bangan Block, Trusmi Wetan Village, Cirebon Regency, there are many MSMEs that have been established, one of which is in the Lintang Batik craft business sector, Cirebon Regency. The formulation of the research problem is: What is the marketing strategy carried out by the MSME Batik Lintang Trusmi Wetan, Cirebon Regency in developing its business? The aim of this research is to find out the marketing strategy of Batik Batik Lintang Trusmi Wetan MSMEs in Cirebon Regency in developing their business. It is hoped that this research will have theoretical and practical benefits that will help in implementing marketing strategies in developing businesses. In this research, descriptive qualitative research is used, Batik Lintang UMKM is an UMKM that focuses on hand-written batik production in Trusmi Wetan. MSMEs have various limitations that cause their growth to be slow. To develop a batik business, especially written batik, MSMEs need the right strategy so they can have a competitive edge against their competitors. The results of this research are that the best alternative strategy obtained is to add non-batik workers, namely administration and tailors, as well as maximizing online marketing. The strategic alternatives that have been obtained will be integrated into the Business Model Canvas in the aspects of Customer Segment, Value Proposition, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, Cost Structure. It is hoped that this research can be used as a reference for business development by Batik Lintang MSMEs.