Marketing Mix Strategy to Increase the Product Sales at Flaleeka Creative Industry Susi Susanti Tindaon* and Winda Dwi Asty Public Sector Business Administration, Polytechnic of STIA LAN Bandung, Indonesia; Email: winda.dwi.asty@gmail.com (W.D.A.) *Correspondence: shantytindaon.politeknik@stialanbandung.ac.id (S.S.T.) Abstract—This research aims to investigate Marketing Mix strategy in Flaleeka Creative Industry to increase sales. This research used field research method with descriptive qualitative research. Data obtained from observations, interviews, and documentation. The informants of this research are the owners, employees, consumers, and the competitors of Flaleeka Creative Industry. The data analysis technique used in this research uses 7P Marketing Mix theory form to analyze the internal and external environment using SWOT Analysis for strategy formulation. The results can be concluded that environmental analysis both internal and external, the IE matrix shows the company's position in cell 4 and the SWOT analysis diagram is in quadrant 1. Formulation of the right marketing strategy to increase sales using SWOT analysis by identifying SWOT elements produces 17 alternative marketing strategies in dealing with declining sales and overcome obstacles that may occur in the future. Keywords—marketing strategy, SWOT analysis, IFAS- EFAS analysis, creative industry I. INTRODUCTION Indonesia, with the diverse cultures and a large population, has great potential for the development of creative industry. According to the Ministry of Trade of the Republic of Indonesia, the creative industries utilize the creativity, talents, and skills of individuals by generating and utilizing personal creativity. In addition to developing creative industry, UNESCO officially named Bandung, West Java, as a Creative City in 2015. The UNESCO Creative Cities Network was launched in 2004. This network consists of 116 cities around the world. Its aim is to promote international cooperation between cities committed to investing in creativity as a driver of sustainable urban development, cultural inclusion and social circumstances. One of the vision of the Creative Cities Network is to integrate creative and cultural industries into local development strategies. The graph below shows the value and Growth of Creative Goods Exports and Imports in ASEAN. To further celebrate the cultural dynamism and vibrancy of the region, efforts are underway to promote and develop the small and medium cultural enterprises (SMCEs). Manuscript received February 20, 2023; revised April 1, 2023; accepted May 24, 2023. ASEAN’s culture and arts sector is committed to the advancement of culture as an important foundation for building the ASEAN Community (ASEANStats, 2021). It can be concluded that creative industry has a great potential for the development of the national creative industry. Figure 1. Value and Growth of Creative Goods Exports and Imports in ASEAN Source: UNTADStat (accessed August 25, 2021) Based on the Fig. 1, it can be seen that in 2020 the contribution of the creative economy (Ekraf) to GDP will almost reach 1.2 trillion. This is in line with the projections made by Creative economy agency of Indonesia (Bekraf) at the end of 2019 before the COVID- 19 pandemic, which stated that in 2020 it was projected that the value of Creative Economy GDP was 1.27 trillion or around 6.98% of the total national GDP in 2020. However, at this time contribution of creative economy has decreased due to the COVID-19 pandemic. Based on the outlook book of the Ministry of Tourism and Creative Economy, creative economy actors in Indonesia has experienced a decline in sales of around 67% and the estimated GDP growth for creative economy in 2020 decreased by −2.39%, while the estimated contribution of Creative Economy GDP to national GDP in 2020 increased by 7.35%. Then, the total growth estimate for Creative Economy exports in 2020 is −12.93%. Despite the decline, the Ministry of Tourism and Creative Economy projects that the total growth of Creative Economy exports in 2021 will increase by 5.88%. Below is the graph. Journal of Advanced Management Science Vol. 11, No. 3, 2023 91 doi: 10.18178/joams.11.3.91-98