Model 3i Marketing 3.0 sebagai Entrepreneurial Strategy UMKM Menghadapi MEA 2015
Immanuel, Dewi Mustikasari
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The Role of Micro, Small and Medium Enterprises (SMEs) are very important as one economic force of a country, especially in developing countries like Indonesia. However, the government role is still less optimal to SMEs, so they can not grow optimally. Yet as one economic force of the country, SMEs can take an important role when ASEAN Economic Community (AEC) begins by the end of 2015. By looking that phenomenon, researchers want to identify how the brands of SMEs’ product were prepared by surviving and developing in order to support economic of the country. The research is developed use descriptive qualitative by interviewing five SMEs assisted by Diskoperindag of Magelang city. This research resulted in an Entrepreneurial Strategy Marketing 3.0 through brand development models 3i (image, identity, integrity) that fits the needs of SMEs assisted in Magelang. Furthermore, the SMEs will be able to adopt the strategy for the development of their businesses to face of the AEC.