Service Quality Redesign and Brand Resonance Activation as Strategies to Develop SME's Market

Nuzulia Indah Ramadhani

Abstract: This thesis discusses marketing strategies run by trainers in order to find service quality gap and broaden the market to B2C from only B2B with brand resonance activation in Meizi Shoes. Meizi Shoes is one of the MSMEs (Micro, Small, Medium Enterpriss) that provides sales of variety of shoes in Komplek PIK Pulo Gadung, East Jakarta. To find the constraints experienced by Meizi Shoes, the trainer conducts interviews with the owner and customers, observe directly in the field, and do analysis of the service quality gap and brand resonance activation. After all the data is collected, they will become the base of marketing strategies that will be applied in Meizi Shoes by trainer.

Keywords: business coaching, service quality, brand resonance