PROPOSED MARKETING STRATEGY FOR POTENTIAL CUSTOMER OF SHOECORNER INDONESIA
Shoecorner is a fashion company based in Bandung. Shoecorner focused on women <br /> <br /> <br /> <br /> handmade shoes for a daily wear. Since 2012, Shoecorner face many problems at this field, <br /> <br /> <br /> <br /> their current probl...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/23737 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Shoecorner is a fashion company based in Bandung. Shoecorner focused on women <br />
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handmade shoes for a daily wear. Since 2012, Shoecorner face many problems at this field, <br />
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their current problem is low production capacity that leads to limited stocks, these problems is <br />
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making their sales decrease gradually. This research is aiming to propose marketing strategy <br />
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for Shoeconer in order to increase their sales and production capacity. <br />
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To determine the best marketing strategy for Shoecorner, researcher needs to do internal and <br />
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external analysis to the business environment. Researcher using STP (Segmenting, Targeting, <br />
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Positioning) and Marketing Mix for internal analysis and Porter 5 Forces, Competitor <br />
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Analysis, and Benchmarking Analysis for external analysis. Also SWOT analysis to <br />
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determine their business environment. The last tools is Shoecorner needs to know root cause <br />
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of the problem using Ishikawa or Fishbone Diagram, with this tool Shoecorner found out that <br />
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their root problems are in the people and production area. <br />
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To fix these problems, Shoecorner use TOWS Analysis, Marketing Mix Development <br />
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(Ansoff’ Matrix and IMC Tools) to make a marketing strategy, to gather more data <br />
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Shoecorner interview 3 biggest brands in Bandung and do PEST Analysis. <br />
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From those tools, Shoecorner knows that in order to get to a bigger market, they need to do <br />
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more marketing activities. The 1 <br />
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st <br />
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marketing activities, is join more consignment store and ecommerce <br />
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website. <br />
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The <br />
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2 <br />
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nd <br />
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one is do more endorsement and Instagram Ads, the 3 <br />
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one is join <br />
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trade shows in big cities in Indonesia, such as Jakarta and Bandung. The 3 <br />
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one is do more <br />
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constant sales promotion, such as buy 1 get 1 or free shipping promo in order to gain more <br />
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buyers. Next, Shoecorner needs to built their official website, and do more collaboration with <br />
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other brands. <br />
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