SALES IMPROVEMENT STRATEGY FOR ANEKACHINA’S OFFLINE AND ONLINE STORES

• Main Author: LIESMANA (NIM: 29110062) Pembimbing : Dwi Larso, PhD., HANDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18585
• Institution: Institut Teknologi Bandung

Currently, the development of the property industry in Indonesia is in a very good situation. Economic growth, currency, and political stability give a significant <br /> <br /> <br /> contribution towards Indonesian property development. Besides that, the improvement of Indonesian middle class that reached 60% of population (Investor, 2013, 110) is affecting the property industry a lot. The development in property industry influences property related business. One of them is the need of house decorations. Anekachina took this opportunity by entering this kind of business. Anekachina provides home decoration products, such as Chinese porcelain ceramic or known as “guci”, ceramic paintings, crystal, sculpture, tea set, and table set In April 2012 Anekachina opened an offline store at Jalan Belakang Pasar No.80, Bandung, and in December 2012 launched an online store under the name <br /> <br /> <br /> www.Anekachina.com. This action was intended to capture bigger market. Since June 2012, offline shop has produced varied sales. Its best achievement reached 29% of target <br /> <br /> <br /> sales, while the worst one at 4%. Since launched online store in December 2012, best sales was 55% of target, and the lowest one 5%. This fact did not compatible with anekachina’s objective namely sustainable sales growth. There are some analysis taken to find out the root cause, such as SWOT analysis, Porter’s 5 forces, competitor analysis, STP, and marketing mix. These tools used to find out and explore internal and external conditions. After being analyzed by these tools, there are 3 root causes showing up. The 3 root causes are incompatibility of offline store location to its target market, lack of promotion, and lack of skilled marketing and IT <br /> <br /> <br /> staffs. Incompatibility of offline store location tried to be solved by proposing new offline location, namely shop or stall (shopping mall store), and for promotion matter, there are 6 promotion components proposed, namely advertising, personal selling, sales promotion, direct marketing, internet marketing, and public relation. Lack of skilled staffs solved by recruiting new skilled staff or train existing one. There are 3 proposed alternative scenarios, namely optimal, moderate, and affordable scenario. Since there is limitation on budget, Anekachina chooses affordable scenario as its solution. Affordable scenario solves the root causes as follow: incompatibility location issue is solved by doing some exhibition and upgrading existing offline store, lack of promotion promotion issue is solved by using several promotionsuch as banner, brochure, signboard, and internet advertising, and lack off skilled staff is solved by training existing staff and outsourcing to handle SEO.