Proposed Marketing Strategy to Improve Performance of Cupumanik Sundanese Puppets and Souvenir Store

Creative industry in Indonesia is currently increasing, in the 2015-2019 are 7.38%. With the growth of the creative industry, especially the arts and tourism in Indonesia, especially West Java, it becomes a good opportunity for craft artists, such as Cupumanik. Cupumanik is a West Java golek puppets and souvenir business located in the city of Bandung which has been famous at domestically and internationally since 1980. With good opportunities from the development of creative industries and tourism, it should be able to reach consumers in the market easily. But in reality, Cupumanik still needs to be supported by other things for increased sales. This research uses internal and external analysis to create a marketing strategy. Internal analysis of resources, capabilities, and value chain analysis. External analysis is carried out by the General Environment, Industrial Environment, Competency analysis, and Customer Analysis. The root cause of business issues is internal resources, marketing, environment, and competitors. According to that, the big problem of Cupumanik is low marketing activities. The strategies that proposed to Cupumanik to solve the business issues expand the business activities and scope, create more marketing activities, collaborate with government, travel agent, and influencer, and also create a special treatment to potential customers.