How to Reinvent Marketing Strategy through Business Model Canvas and SWOT Analysis: Case of a bag Producer of SME in Indonesia

Marketing strategy is a tool for a company to win a market competition. As a strategy, it is need to be evaluated, moreover if the target of sale can not be reached. This evaluation can be conducted both in a big company and also in small medium enterprises as well. This study tries to reveal how to reinvent marketing strategy of a bag producer Jingga as one of SMEs in Indonesia. As this home industry got decreasing in product sale. This study is descriptive, having a in depth structured interview with the owner as a informant to get comprehensive information about marketing strategy which has been conducted. Data analysis of this research used Business Model Canvas (BMC) as state condition mapping and the result of SWOT strategy analysis to revise BMC for the new one in marketing strategy of the firm. From nine blocks of BMC is found that the firm still have obstacles in Value Proposition, Customer Relationship, Channel, Key Activities, Revenue Stream. Meanwhile from SWOT analysis is found that the firm can do potentially for SO, WO, ST and WT strategy by creating eco friendly innovative products, open offline store, promoting in social medias, using marketplaces, outsourcing production, open reseller. So that from SWOT analysis findings can be used to make map of new BMC model.