MARKETING STRATEGY FORMULATION FOR INCREASING SALES GROWTH OF
 FASHION START UP BUSINESS (CASE STUDY: BINAR)

• Main Author: KAYESHA - Nim: 29115595, ISTAVANI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22641
• Institution: Institut Teknologi Bandung

In recent years creative industries have become buzzwords in Indonesia’s big cities. The government defines the creative economy as one that ‘intensifies information and creativity by relying on ideas and stock of knowledge of its human resources as the main production factor in its economic practices’, whereas creative industries are ‘those industries which have their origin in individual creativity, skill and talent, and which have a potential for wealth and job creation through the generation and exploitation of intellectual property and content. <br /> <br /> BINAR as a start-up business in fashion take an opportunity in creative industry that offered premium ready-to-wear cloth for formal occassions using high quality garment with reasonable price to their customers. BINAR is recreate the design and innovate formal occassions be a fashionable outfit. BINAR is doing an innovation by creating a new designed collaborated traditional fabric with modern fabric for formal occasions. Unfortunately, BINAR was not success to implement marketing strategies that compatible with their business. Seen from the low sales growth of BINAR in the last few months. Therefore, to resolve the problem that faced by BINAR, it is important for company to know and do an analysis about their current internal and external condition. All of that factors will resumed into a SWOT analysis that shows the strengths, weaknesses, opportunities and threats for BINAR, then formulated into EFAS (Eksternal Factor Analysis Summary), CPM (Competitive Profile Matrix), and IFAS (Internal Factor Analysis Summary). Afterwards, author will formulate into IE matrix chart, that showing the position of BINAR are in first cell position (build and grow). Theremore, for create a strategy formulation to increasing sales growth, author, proposed new marketing mix and new business models. <br /> <br /> <br /> In conclusion, based on the issue that was faced by BINAR, the most compatible strategy for BINAR that will consist of market penetration, product development, and market development, which will be described in more detail on the action plan and action timeline in a year. <br />