MARKETING STRATEGY PROPOSAL OF RUMAH KEBAYA ADITY
Increasing impact on the growth of market shops that sell clothing, at Bandung's most famous is the Factory Outlet (FO), then Distro (Distribution Outlets), as well as fashion boutiques can compete in the increasingly fierce competition without the need to tryhard in making promotions, Adity Bo...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/16855 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Increasing impact on the growth of market shops that sell clothing, at Bandung's most famous is the Factory Outlet (FO), then Distro (Distribution Outlets), as well as fashion boutiques can compete in the increasingly fierce competition without the need to tryhard in making promotions, Adity Boutique is one of the players have the popularity in clothing business in the city of Bandung, the many other boutiques that sell products competing with the low prices do not affect the marketing style Adity Boutique. Boutique Adity then expand into the field of Bridal or clothes like kebaya for weddings and the like are named with the Rumah Kebaya Adity When Rumah Kebaya Adity began operations with the STP and the existing marketing strategy, Rumah Kebaya Adity can not reach the desired market share. This is unfortunate because the House has adopted Kebaya Adity differentiation strategy which aims to deliver a unique and different concept of product compared with competitors. It is expected that by adopting this strategy Kebaya Aditydapat House wants to gain market share. Problem can be solved by conducting analysis of internal factors, external factors, STP, and measure the strengths and weaknesses of the marketing mix that has been done by the Rumah Kebaya Adity so that it can provide inputs in the form of the proposed marketing strategy besera implementation. The method used in this study is explorative through library and field research supported by research using questionnaires and interviews Based on this analysis can be seen that the low number of consumers who come to the Rumah Kebaya Adity caused by the STP and the lack of appropriate marketing strategies. Therefore, in the face of intense competition, Rumah Kebaya Adity need to do the mapping back to a new marketing strategy in accordance with the STP to help achieve sales targets. The results of this study raises medium-term solutions in order to achieve the desired market share |
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