Masalah umum yang menghambat pergerakan dan pengembangan bisnis pada UMKM di antaranya yaitu pendanaan dan pemasaran. Sedangkan, kedua hal tersebut dinilai penting, agar UMKM dapat bersaing hingga pasar global. Salah satu lembaga yang menaungi UMKM atau KSM (Kelompok Swadaya Masyarakat) di Kota Bandung yaitu BDC (Business Development Center). BDC berdiri dalam upaya memfasilitasi proses pertumbuhan dan pengembangan jaringan usaha KSM untuk menghasilkan produk-produk yang unggul sehingga dapat diterima oleh target pasar dan layak bersaing dengan kompetitornya. Oleh karena itu, BDC membutuhkan riset khususnya dalam upaya memaksimalkan identitas visual dan implementasinya pada media promosi, agar lebih merepresentasikan lembaga dan produk-produk unggulan yang dihasilkan oleh KSM yang dibina oleh BDC. Teknik pengumpulan data menggunakan studi literatur, wawancara, dan observasi. Penelitian ini diharapkan dapat meningkatkan nilai jual dari produk-produk unggulan BDC agar dapat diterima oleh target pasar dan layak bersaing dengan kompetitornya.
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