STRATEGI PEMASARAN DAN PERENCANAAN KAPASITAS UNTUK PASTEL CHIC

• Main Author: SARI UTAMI (NIM: 29111308); Thesis Advisor: Ir. Leo Aldianto, MBA, SARAH
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19432
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> Nowadays, Muslim fashion industry in Indonesia is growing very fast. Muslim fashion has become one powerful market with high innovation and exponential growth. Consequently, there are so many brands of Muslim fashion competing to enter the same market. Pastel Chic as a new brand of Muslim fashion strives to attract customer with a different product. But after running for 4 months, there is no significant improvement in term of sales. Tight competition, high production cost, and lack of awareness in social media are problems faced by Pastel Chic thus resulting in unachieved sales target. Therefore, the company needs to make a strategy in order to survive and grow in hypercompetitive market. <br /> <br /> <br /> After analyzing the problem based on conceptual framework, the finding in this research shows that there are three root causes which cause unachieved sales target that are unplanned capacity production, marketing communication is not maximal, and design characteristic of Pastel Chic&#8223;s product is not strong. Root causes analysis of Pastel Chic&#8223;s business issue are determined based on conceptual framework that contains of competitor analysis, capacity planning, and integrated marketing communication. By analyzing these three concepts, the new strategy is expected to be obtained and implemented in order to achieve the company's objectives namely increase of brand awareness and more sales and profit. <br /> <br /> <br /> To solve those root causes, the company should doing proper capacity planning, integrated marketing communication, and product planning and development. In capacity planning the company will determine how the optimum production capacity and number of machine that is needed by company. In product planning and development, the company will make some improvements on its product. While in integrated marketing communication program, the company will make strategies to promote its business and position its product in the market. All of these solutions can be used as a comprehensive solution to improve the awareness and the achievement of sales target. <br /> <br /> <br /> The implementation plan will be performed to all solutions that have been chosen. Each implementation will be consists of activities, resource planning, and timeline of implementation. All of this implementation will be implemented for 1 year and will be evaluated every 3 months. <br /> <br /> <br /> Keywords: Integrated Marketing Communication, product planning and development, Muslim fashion product.