Clothing Line Strategy Based on Business Model Canvas and Customer Relationship Management

Abstract

The pace of technological development and technology adoption in the business sector is a challenge for business people, so it is necessary to adjust conventional business models towards digital. The research object of Destiny Project Salatiga which is engaged in  the Clothing Line business  uses a conventional sales model in carrying out operations. This is still considered ineffective to reach sales marketing, so a strategy and implementation of technology use is needed. The purpose of the study is to analyze business strategies using the Business Model Canvas and the implementation of business processes with the concept of E-CRM in order to recommend digital-based business processes. The research used a descriptive qualitative method by collecting data through interviews. The results of conventional business model research then business strategy analysis in the form of business process visualization based on  the Business Model Canvas framework  and knowing the advantages, weaknesses, threats and business opportunities, then the E-CRM-based implementation stage produces a digital business process design and display design in mobile form. Thus providing quality and comfortable service to customers, reaching a wide market, facilitating feedback between customers and business people, it is hoped that later good relations will continue to be established. The adoption of technology in the Destiny Project Salatiga business, which was initially conventional and then transformed into digital, is able to support and support business operations. Research contributes to the field of entrepreneurship and technology to support digital business transformation.