Penentuan Strategi Pemasaran Menggunakan Metode Design Thinking pada CV. Asri Rahayu

Abstract

Small and Medium Enterprises (SMEs) have an important role in the development and growth of the national economy and employment. One of the enterprise is located in Majalengka Regency, CV. Asri Rahayu, is engaged in souvenirs and snacks, which is experiencing a decrease in income since 2016. CV. Asri Rahayu needs a new marketing strategy to increase company revenue. The determination of the marketing strategy in this study uses the Design Thinking method, with 5 steps, such as empathize, define, ideate, prototype, and test. There are several approaches in this research, that is Participatory Action Research (PAR), Focus Group Discussion, Empathy Map tools, Customer Journey, and Value Proposition Canvas. through these steps can be found various internal problems that have a direct impact on marketing activities. The results of this study are CV. Asri Rahayu had to make some improvements including changes in packaging design, digitization of bookkeeping of shipments, addition of the position of General Manager. This Enterprise also have to change the perspective of activities that impact direct income into activities that can improve company valuations and have to look for whatever conditions that make business to become valuable.