IMPROVING THE COMPETITIVENESS OF COFFEE PROCESSED MSMEs THROUGH A BRANDING STRATEGY
The increasing number of MSMEs in the Bandung area, especially in the field of processed coffee drinks, has resulted in increased competition among business actors. This competition creates problems for MSMEs to develop. Apart from experiencing one of these external problems, MSMEs also have internal problems. The majority of internal problems experienced by MSMEs are in terms of marketing. From these problems, a study is needed to analyze and formulate a branding strategy through visual identity, to increase the competitiveness of coffee-processed beverages MSME which is the object of research. This study uses a qualitative phenomenological approach, by conducting research methods of literature study, observation and interviews. It is hoped that by carrying out this analytical study the relevant stakeholders, both business actors and designers, will make this research a reference in determining the right, effective and efficient branding strategy for MSMEs. The strategy that can be done is the focus of differentiation. The results achieved, Laskar Kopi Arjasari can focus on developing product values â€‹â€‹and optimizing its brand identity. Laskar Kopi Arjasari brand identity can be optimized by implementing it in promotional media, both offline promotion media and online promotion media.
Copyright (c) 2021 Wahyu Lukito
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with Visualita agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive public distribution and display of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors wishing to include items (such as images or other media, or any creative works of others whether previously published or not) must contact the original copyright holder to obtain explicit permission to publish these items in Visualital. Writing permission should include: the title(s) of any copyrighted work, original place of publication if applicable, and an acknowledgement of having read Visualita copyright notice. Authors are responsible for obtaining this permission and keeping it in their own records for later verification.