#TITLE_ALTERNATIVE#

• Main Author: YAN FIRMANSYAH (NIM : 29107328) ; Pembimbing Ir. Leo Aldianto, MSAE, MBA, ANGGA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17972
• Institution: Institut Teknologi Bandung

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