International Journal of Multidisciplinary Research and Publications ISSN (Online): 2581-6187 21 Sauptika Kancana, Naili Farida, Ngatno, and Bulan Prabawani, “How to Reinvent Marketing Strategy through Business Model Canvas and SWOT Analysis: Case of a bag Producer of SME in Indonesia,” International Journal of Multidisciplinary Research and Publications (IJMRAP), Volume 6, Issue 5, pp. 21-24, 2023. How to Reinvent Marketing Strategy through Business Model Canvas and SWOT Analysis: Case of a bag Producer of SME in Indonesia Sauptika Kancana 1 , Naili Farida 2 , Ngatno 3 , Bulan Prabawani 4 1 Business Administration Department, UPN ‘Veteran’ Yogyakarta, Yogyakarta, Indonesia 2 Business Administration Department, Universitas Diponegoro, Semarang, Indonesia 3 Business Administration Department, Universitas Diponegoro, Semarang, Indonesia 4 Business Administration Department, Universitas Diponegoro, Semarang, Indonesia Email address: skancana1@gmail.com Abstract—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. Keywords—marketing strategy, BMC, SWOT analysis. I. INTRODUCTION Marketing strategy is very urgent in running a business. Having the strategy, firm can direct its operational activities concordance with the goal of the firm in winning market competition. Strategy needs to be evaluated periodically, whether it succeed to get the define objectives of the firm or not. Many ways to evaluate and then to reinvent of marketing strategy, one of them by combining analysis of Business Model Canvas (BMC) as it is actually part of business strategy (Abdoun & Ibrahim, 2018) and SWOT analysis. The usage of SWOT analysis in this case has a function to enrich the new model of BMC like another analysis (León et al., 2016). BMC is a simple model that is capable to map the process of a business. It can be applied before the business operates or when the business on going (Muhamed et al., 2021). Business Model Canvas (BMC) initially introduced by Osterwalder having nine building blocks. These blocks show the process of customer segmenting until cost structures mapping. The firm can personally identify the process of the business as the firm wants. By making as if in canvas, it will look clear each parts relate one another. The SWOT analysis is the popular tool especially for manager in setting up a strategy. It usually is the form of SWOT matrix. From this matrix will be found matching strategy. This matching strategy is the result of internal- external factor of the firm. There are four types of this strategy, i.e. SO strategy, WO strategy, ST strategy and WT strategy. II. LITERATURE REVIEW 1. Business Model Canvas (BMC) Business Model Canvas (BMC) initially introduced by Osterwalder in 2005. As he said, in this model the firm can describe, design and invent systemically the business model by its own. BMC consists of nine building blocks: 1. The Customer Segments Building Block defines different groups of people or organizations and the company wishes to achieve and serve. A business model can identify one or more customer segments, large or small. An organization must make conscious decisions about which segments to serve and which segments to ignore. Once this decision is made, a business model can be carefully designed based on a solid understanding of the customer's specific needs (Osterwalder et al., n.d.) 2. Value Propositions: The building blocks of value propositions are outlined collection of products and services created value for a specific customer segment. The value proposition is the reason why customers choose one company over another. It solves a customer problem or meets a customer need. Each value proposition includes one set of products and/or services that meet the requirements of a specific customer segment. In this sense, a value proposition is the synthesis or set of benefits that a company offers to its customers (Osterwalder et al., n.d.) 3. Channels: The channel building block describes how company communicates and achieves goals to its segment customers to provide value proposition. Communication, distribution and sales channels are the link between companies and customers. (Osterwalder et al., n.d.)