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Katallog shop is a retail store that sells local designer products and try to compete with <br /> <br /> <br /> <br /> <br /> similar businesses, especially stores that sell fashion and other creative products. The business that <br /> <br /> <...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/17972 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Katallog shop is a retail store that sells local designer products and try to compete with <br />
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similar businesses, especially stores that sell fashion and other creative products. The business that <br />
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has been running for one and half years has found problem where Katallog shop at Jl. Dipatiukur <br />
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No.1 could not achieve the target sales that has been determined before . The result of the interview <br />
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also mentions that Katallog Shop sales results were below the average sales of similar products <br />
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obtained by competitors each month. This is certainly going to disrupt business continuity for the <br />
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future of Katallog Shop. <br />
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To find the symptoms and root causes that lead a failure to achieve sales targets, this thesis <br />
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analyze both micro and macro environment, market segmenting, targeting, positioning, and <br />
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measuring the strengths and weaknesses of the retailing mix that had been done by Katallog Shop. <br />
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The method which is used in this research is a survey research method with descriptive analytic <br />
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research’s type through the library and field study supported by questionnaires and interviews. The <br />
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analysis results showed that the root problems caused by the lack of Katallog Shop marketing <br />
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communications activities, site selection strategy that is not appropriate and the absence of product <br />
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inventory management system. <br />
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The first recommended solution to overcome the problems faced by Katallog Shop is to <br />
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provide some alternatives to reform a better promotion and advertising strategy in the matter of <br />
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improving the image of Katallog and its brands and deliver the value that would be given to the <br />
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customer. Next is the strategy of site selection that appropriate for the target market which is intended <br />
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by Katallog Shop. And last is to make a good merchandise inventory system so the product ordering <br />
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process can run effectively and the completeness of the products which is provided can be improved <br />
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to meet the wants and needs of Katallog Shop’s customers. Those solutions are expected to increase <br />
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the sales of Katallog Shop. <br />
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The solution would require resources that should be prepared by Katallog Shop from human <br />
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resources, financial and operational in implementing those solutions and the implementation was <br />
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planned for a period of one year. It is expected that this activities will be done continuously based to a <br />
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periodic evaluation for continuous improvement”. |
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