Business Strategy Formulation for Art Merchandise Brand (Case Study: Gutsy Prune)

Natalie Amadea, Mustika Sufiati Purwanegara


A part of Indonesia's creative industries is the art merchandise industry which is dominated by independent visual artists who establish their art merchandise brands to market original art merchandise. Visual artists try to apply the principles of entrepreneurship in their practice since entrepreneurship has a fundamental role in their artistic careers. A business strategy is needed for any art merchandise brand. To develop a business strategy that is based on the empirical case, an Indonesian art merchandise brand called Gutsy Prune is analyzed as a case study. Gutsy Prune needs to develop a business strategy to boost the sales stagnation and to ensure the business continuity within the art merchandise market. The methodology for the research is a qualitative method and it is executed by conducting in-depth interviews with Gutsy Prune's potential and current customers. The results from the interview will be treated as the primary data along with observation and competitor analysis, while information from literature research will be used as secondary data to support the primary data. The focus of the research is the formulation of a business strategy for the art merchandise brand and the data collection was conducted by using interviews, observation, competitor analysis, and literature research. Gutsy prune needs to have a business strategy to tackle the sales stagnation that is caused by the low rate of inventory turnover. Before formulating a business strategy to boost sales stagnation, a series of analysis that includes environmental scanning and customer analysis is performed. The result from the aforementioned analysis is further examined by using SWOT Analysis to discover the root causes of the sales stagnation. It has been concluded that Gutsy Prune possesses some weaknesses in its segmentation, targeting, positioning, value proposition, marketing mix, and organizational structure. To resolve the root causes, Gutsy Prune develops a business strategy that contains STP Strategy, Value Proposition Canvas, Marketing Mix Strategy, organizational structure design, and a generic competitive strategy to sums up the business strategy's direction. From the research, Gutsy Prune can establish a one-year implementation plan to execute the business strategy.


creative industries, art merchandise, visual artists, business strategy, value proposition

Full Text:



Creswell, John. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches Third Edition. California, USA: Sage Publications, Inc.

David, Fred. R., & David, Forest. R. (2017). Strategic Management: A Competitive Advantage Approach. Essex, UK: Pearson Education Limited.

Hague, Paul. (2006). A Practical Guide To Market Research. Surrey, UK: Grosvenor House Publishing Ltd.

Henry, Anthony. (2008). Understanding Strategic Management. USA: Oxford University Press.

Kotler, P. (2002). Marketing Management Millennium Edition. Boston, USA: Pearson Custom Publishing

Maxwell, Joseph. (1996). Qualitative Research Design: An Interactive Approach. California, USA: Sage Publication, Inc.

Osterwalder et al. (2014). Value Proposition Design. New Jersey, USA: John Wiley & Sons, Inc.

Wheelen, T.L., & Hunger, J.D. (2012). Strategic Management and Business Policy Toward Global Sustainability. New Jersey, USA: Pearson Education Inc.


Article Metrics

Abstract view : 67 times
PDF : 51 times


  • There are currently no refbacks.

Copyright (c) 2020 Natalie Amadea, Mustika Sufiati Purwanegara

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



International Journal of Entrepreneurship, Management, Social Science and Humanities (IJMESH)

Mailing Address: 
Research Synergy Foundation
Jalan Nyaman no 31 
Komplek Sinergi Antapani 
Bandung 40291 - Indonesia.


The International Journal of Entrepreneurship, Management, Social Science and Humanities (IJMESH) is indexed by:

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