The Use of Marketing Mix and Business Model Canvas to Improve Sales Performance in MSME (Case Study: Waroeng 17)

MSMEs has declared to be one of the most crucial pillars in Indonesia’s economic. The pandemic that abruptly hit economic 2020, resulted vastly growing number MSME. One area biggest is Bogor Regency, West Java. Although businesses created many job opportunities for people, intensity market rivalry and low entrants barrier made numbers them decrease sales performance. Waroeng 17 suffers from decreasing performance business categorized unstable while it potential future. This research aims analyze environmental elements affect 17’s translate strategies would improve methodology this used qualitative method by collecting data through interviews observation. Secondary obtained books, journals, news, other reliable resources. For analysis, utilized Porter’s 5 Forces Customer Analysis get insights external environment. Furthermore, VRIO analysis define business’ competitive advantage. collected then summarized using SWOT formulated TOWS Matrix, Marketing Mix (4P’s), Business Model Canvas. result there are four marketing mix’s framework regarding improvement products, price, place, promotion conclusion need optimize social media platforms as tools increase their sales. also recommended partner with delivery services such GoJek, Shopee, Grab. technology utilization transfer knowledge necessary process especially financial operational activities.