PROPOSED MARKETING STRATEGY FOR POTENTIAL CUSTOMER OF SHOECORNER INDONESIA

• Main Author: KENANGASARI 29114464, PUTRI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23737
• Institution: Institut Teknologi Bandung

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 problem is low production capacity that leads to limited stocks, these problems is <br /> <br /> <br /> <br /> making their sales decrease gradually. This research is aiming to propose marketing strategy <br /> <br /> <br /> <br /> for Shoeconer in order to increase their sales and production capacity. <br /> <br /> <br /> <br /> To determine the best marketing strategy for Shoecorner, researcher needs to do internal and <br /> <br /> <br /> <br /> external analysis to the business environment. Researcher using STP (Segmenting, Targeting, <br /> <br /> <br /> <br /> Positioning) and Marketing Mix for internal analysis and Porter 5 Forces, Competitor <br /> <br /> <br /> <br /> Analysis, and Benchmarking Analysis for external analysis. Also SWOT analysis to <br /> <br /> <br /> <br /> determine their business environment. The last tools is Shoecorner needs to know root cause <br /> <br /> <br /> <br /> of the problem using Ishikawa or Fishbone Diagram, with this tool Shoecorner found out that <br /> <br /> <br /> <br /> their root problems are in the people and production area. <br /> <br /> <br /> <br /> To fix these problems, Shoecorner use TOWS Analysis, Marketing Mix Development <br /> <br /> <br /> <br /> (Ansoff’ Matrix and IMC Tools) to make a marketing strategy, to gather more data <br /> <br /> <br /> <br /> Shoecorner interview 3 biggest brands in Bandung and do PEST Analysis. <br /> <br /> <br /> <br /> From those tools, Shoecorner knows that in order to get to a bigger market, they need to do <br /> <br /> <br /> <br /> more marketing activities. The 1 <br /> <br /> <br /> <br /> st <br /> <br /> <br /> <br /> marketing activities, is join more consignment store and ecommerce <br /> <br /> <br /> <br /> website. <br /> <br /> <br /> <br /> The <br /> <br /> <br /> <br /> 2 <br /> <br /> <br /> <br /> nd <br /> <br /> <br /> <br /> one is do more endorsement and Instagram Ads, the 3 <br /> <br /> <br /> <br /> one is join <br /> <br /> <br /> <br /> trade shows in big cities in Indonesia, such as Jakarta and Bandung. The 3 <br /> <br /> <br /> <br /> one is do more <br /> <br /> <br /> <br /> constant sales promotion, such as buy 1 get 1 or free shipping promo in order to gain more <br /> <br /> <br /> <br /> buyers. Next, Shoecorner needs to built their official website, and do more collaboration with <br /> <br /> <br /> <br /> other brands. <br />