Transforming Nard Supply (SME) Marketing through Digital Marketing and Social Media

Abstract

This marketing strategy design to support the development of a Go To Market strategy for Nard Supply, a garment company located in Beji, Depok, West Java. The research was conducted using descriptive qualitative methods through interviews and direct observation of the company owner, as well as literature review related to digital marketing strategies, the Business Model Canvas (BMC), SWOT analysis, Porter's Five Forces Model, and marketing funnels for small medium enterprises (SME) in the digital age. The analysis results show that Nard Supply has advantages in garment and printing quality, loyal customers, and a specific target market: Generation Z and the Indonesian music community. However, the company still faces several obstacles, such as suboptimal digital branding, marketing still relying on word-of-mouth, and limited human resources for consistently managing social media. Strategically, this design is expected to help Nard Supply optimize digital marketing, strengthen its community-based brand, and implement a more effective marketing funnel strategy to increase brand awareness, customer engagement, and support more structured and sustainable business scaling.