ANALYSIS OF ENTREPRENEURIAL MARKETING CANVAS (EMC) ON SMALL BUSINESS
Danica Elma Edwina and Rahma Wahdiniwaty
Magister Management, Faculty of Post Graduate, Universitas Komputer Indonesia
Abstract
This research aimed to analyze entrepreneurship and marketing model adopted from the newest model of Entrepreneurial Marketing Canvas (EMC). This marketing model was combination of marketing strategy, financial strategy and organization. The subject of this research is one of moslem fashion industries in Bandung, West Java, El-Zatta. This research used qualitative method and literature study. The result was expected to analyze the small business, El-Zatta, and know the current situation of the business including entrepreneurship, marketing and organization aspect. Morover, the analysis of the EMC was based on internal and external analysis (SWOT analysis). Then, The EMC would contribute more effective management to anticipate unpredictable Era and become inside-out market orientation to develop El-Zatta-s specipic competency based on entrepreneurship to serve the future demands. Thus, El-Zatta would focus on innovation and ideas developement that related to market changes.
Keywords: Entrepreneurial Marketing Canvas (EMC), SWOT Analysis, small business
Topic: Management