STRATEGI BISNIS PADA BAGSU INDONESIA UNTUK MENINGKATKAN PENJUALAN DAN KESADARAN MERK

• Main Author: YOSWARA (NIM : 29112250); , YONGKE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19722
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> <br /> <br /> Today, internet is growing almost in all countries. One of the countries that experienced rapid development in the internet is Indonesia. Many activities can be done using the internet, such as search information and news, send a message (email), and promote product or service. With the rapid development of the internet, many companies use the <br /> <br /> <br /> internet to promote and sell their product or service that they have. There are many SMEs have sprung up as a result of the rapid development of the internet in Indonesia. <br /> <br /> <br /> <br /> <br /> One of the new SMEs is BAGSU Indonesia. BAGSU Indonesia is SME that sells handbags for women. BAGSU Indonesia established since 2013 and promoted their <br /> <br /> <br /> products through social media, like Instagram and twitter, through the website, and through the forum Kaskus. The business issues being faced BAGSU Indonesia are the low sales and lack of brand awareness of BAGSU’s products. <br /> <br /> <br /> <br /> <br /> Survey was conducted to determine the level of brand awareness in the public eye. And survey can determine the target market of the company. From all root cause, this final project only focused on wrong target market, lack of marketing strategy, and lack of brand awareness. <br /> <br /> <br /> <br /> <br /> The solution for BAGSU Indonesia in this final project includes the strategy in corporate level, business level, and functional level of the company. There are 3 functional levels that must be regenerated by the company, including marketing, operational, and human resources. For the marketing, BAGSU first must establish the STP (Segmenting, <br /> <br /> <br /> <br /> <br /> Targeting, and Positioning) more clearly. Then, BAGSU must implement the Integrated Marketing Communication (IMC). The IMC can increase the brand awareness. If <br /> <br /> <br /> BAGSU has clear STP, good IMC, and better brand awareness, they will get higher sales. Implementation plan describes the company's future plan in more detail. This implementation plan itself began in January 2014 until December 2014 (one full year). This implementation plan also described in more detail about the time that must be solved in every program. <br /> <br /> <br /> <br /> <br /> Keywords: Internet, SME, brand awareness, increase sales, Integrated Marketing Communication (IMC), STP (Segmenting, Targeting, Positioning)