THE PROPOSED MARKETING STRATEGY FOR FORMAL WEAR PRODUCT OF GARMENT COMPANY CASE STUDY : PT.X FINAL PROJECT

• Main Author: SIEFAN (NIM : 29111369) Pembimbing : Ir. Satya Aditya Wibowo, MBA, ANNA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18005
• Institution: Institut Teknologi Bandung

In last decade, Indonesia has the most stable economic growth compared to other countries. According to The World Bank outlook that issued on June 2013, Indonesia's economic growth outlook remains at 6.2%. The higher growth of Indonesian economy adds opportunities in the formal wear business. Economic growth creates working fields coupled with an increase of workforce population creates a high demand in formal wear industry. Nowadays, BPS Indonesia notes that there are approximately 2.5 million new job seekers every year. Nicosie is a company that gets in to this opportunity. Nicosie first started its business in 2011 by opening a clothing store in Yogyakarta. The owner said that Nicosie’s sales on its formal produc currently does not meet the satisfaction because it does not yet pose a good marketing strategy. Therefore Nicosie performs benchmark on PT. X as a leading apparel company in Indonesia in order to achieve good marketing strategy to increase its formal product sales. Methods and results of the research on PT. X are expected to help Nicosie to do development on the company and can be applied in accordance with the scale of the Nicosie company. T. X who will be a lesson learned for Nicosie, is a garment industry that was established in 1970 as a home industry. PT.X then expands its business into an apparel company who have coverage insid and outside the country. PT.X has some brands i.e. Harley, Gionino, Giosurf, Cardinal and Campari. The most famous brand is Cardinal which has some product unit i.e. formal, ladies, casual, and jeans. This research limited the study on Cardinal formal unit that produce shirts, trousers, batik, polo shirts, suits, blazers, dresses and some accessories such as ties, handbags, wallets, and belts.It is not an easy thing to become a leading apparel company in Indonesia. PT. X as a big company is also experiencing lack achievement of sales targets problems. Base on interview, analysis using internal analysis (STP and Marketing mix), and external analysis (competitor, collaborator, and Porter’s Five Forces) the Cardinal formal problem issue is high market competition especially with The Executive brand. Then some statictical analysis are used to analyze Cardinal with this competitior. Cluster analysis obtained that Cardinal’s consumers are more on Cluster 1, while The Executive’s consumers are more on Cluster 2 that has more members than Cluster 1. Therefore Cardinal should expand to Cluster 2. Discriminant analysis showed that the 7P’s atributes that preferred by consumers in Cluster 2 are up to date, website and online sales availability, support services, sponsorship, advertising on electronic media, event, sales location, and speed in payment. Analysis also did on overall consumers by using IPA analysis. IPA analysis indicated that there are three 7P’s atributes that should be maintain because Cardinal perform it poorly whereas these are the essential attributes according to consumer, the atributes are SPG/SPB product knowledge, affordable price, and discount program The implementation plan that should be done by Cardinal are product improvement in up to date, physical evidence improvement in SPG appearance, process improvement in support services, place improvement in online sales and website, promotion improvement by using Integrated Marketing Communication in radio, television, dicount, voucher, member card, sales reward for sales person, social media, sponsorship in TV programme, charity and scholarship event. From the analysis conducted in PT. X, it was found that most of formal product consumers are in Cluster 2, which is as much as 60%. Thus Nicosie should endeavored do more marketing and performance in attributes that preferred by the people in Cluster 2. Because of budget constrains, Nicosie only do the low budgeting marketing by using internet activities.