Strategi Pengembangan Berkelanjutan Merk Couple Project Menggunakan Analisis SWOT dan Metode Business Model Canvas

Authors

  • Salma Sofyanti Putri Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun, Bandung
  • Andre Suryaningprang Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun, Bandung
  • Erna Herlinawati Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun, Bandung
  • Riyandi Nur Sumawidjaya Fakultas Ekonomi dan Bisnis, Universitas Indonesia Membangun, Bandung

DOI:

https://doi.org/10.47747/jismab.v6i2.2733

Keywords:

Business Model Canvas, SWOT, Couple Project, Manajemen Strategi

Abstract

Couple Project is a fashion brand that targets the young couple segment through its couple apparel products. Since its inception in 2022, the business has leveraged various digital platforms such as TikTok and Shopee as part of its marketing efforts. Nevertheless, it continues to face several challenges, including intense market competition, unstable sales performance, and suboptimal implementation of influencer marketing strategies. This research seeks to develop a sustainable growth strategy for Couple Project by employing an integrated analytical approach that combines SWOT analysis with the Business Model Canvas (BMC) framework. The study adopts a descriptive qualitative methodology, utilizing a combination of data collection techniques including in-depth interviews, direct field observations, and the distribution of structured questionnaires to both internal stakeholders and external partners associated with the company. The analysis reveals that the formulation of an effective development strategy should prioritize the optimization of digital platform utilization, the implementation of a more precisely targeted influencer marketing strategy, and the continuous improvement of product and service quality. These strategic directions are deemed essential for enhancing the brand's competitive positioning in the niche market of fashion products designed for young couples.

References

Aksa, A. A. El, Wijaya, F., & Aryanti, A. N. (2024). Strategi Pengembangan Usaha pada Kelompok Petani Tomat di Kabupaten Bandung. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 5(3), 489–505. https://doi.org/10.47747/jismab.v5i3.1919

Charoensukmongkol, P. (2022). Does entrepreneurs’ improvisational behavior improve firm performance in time of crisis? Management Research Review, 45(1), 26–46. https://doi.org/10.1108/MRR-12-2020-0738

Fred R, D., & David, F. R. (2017). Strategic Management (S. Wall (ed.); SIXTEENTH). Person. https://cmls.org.uk/online/wp-content/uploads/2019/07/Strategic-Management-A-Competitive-Advantage-Approach.pdf

Kaniawati, K. (2025). Business Planning for Men ’ s Big Size Fashion : A Case of BIG SIZE BRO in Bandung. 06(02). https://doi.org/https://doi.org/10.47747/ijmhrr.v6i2.2709

Keogh, W., & Evans, G. (1998). Strategies for growth and the barriers faced by new technology-based SMEs. Journal of Small Business and Enterprise Development, 5(4), 337–350. https://doi.org/10.1108/EUM0000000006798

Mulyana, A. (2024). Formulasi Perancangan Strategi Pengembangan Usaha UMKM Masakan Khas Sunda Warung Nasi Teh Imas Dengan Analisis SWOT Dan Business Model Canvas Realisasi penghasilan Tahunan Warung Nasi Teh Imas. 10(6), 3219–3227. https://doi.org/https://doi.org/10.35870/jemsi.v10i6.3325

Nuryani, S., Wijaya, F., & Herlinawati, E. (2023). Callie Qudsiyyah’s business development strategy uses SWOT analysis and the business model canvas. Journal of Management Science (JMAS), 6(1), 30–37. https://doi.org/https://doi.org/10.35335/jmas.v6i1.184

Ogunmola, G. A., & Kumar, V. (2024). A strategic model for attracting and retaining environmentally conscious customers in E-retail. International Journal of Information Management Data Insights, 4(2). https://doi.org/10.1016/j.jjimei.2024.100274

Osterwalder, A., Pigneur, Y., Smith, A., & Movement, T. (2010). Business Models Generation, A Handbook for Visionaries, Game Changers, and Challengers. www.wiley.com. https://nutsandbolts.mit.edu/2014/resources/businessmodelgeneration_preview.pdf?utm_source=chatgpt.com

Pigneur, A. O. dan Y. (2017). Business Model Generation. John Wiley & Sons, Inc. https://www.researchgate.net/publication/236650466_Business_Model_Generation_A_Handbook_for_Visionaries_Game_Changers_and_Challengers.

Subiya, A. T., & Wijaya, F. (2024). Formulasi Perancangan Strategi Pengembangan Usaha Pada Avelina Parfum. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 5(2), 257–270. https://doi.org/10.47747/jismab.v5i2.1799

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif Dan R & D. Alfabeta. ISBN: 978-602-289-373-8, https://cvalfabeta.com/product/metode-penelitian-kuantitatif-kualitatif-dan-rd-mpkk/

Downloads

Published

2025-05-03

How to Cite

Putri, S. S. ., Suryaningprang, A. ., Herlinawati, E. ., & Sumawidjaya, R. N. . (2025). Strategi Pengembangan Berkelanjutan Merk Couple Project Menggunakan Analisis SWOT dan Metode Business Model Canvas. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 6(2), 88 - 98. https://doi.org/10.47747/jismab.v6i2.2733

Issue

Vol. 6 No. 2 (2025): Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis

Section

Articles

License

Copyright (c) 2025 Salma Sofyanti Putri, Andre Suryaningprang, Erna Herlinawati, Riyandi Nur Sumawidjaya

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyrights

Copyright for this article is retained by the author(s), with first publication rights granted to the journal.

This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/ )