PROPOSED DIGITAL MARKETING STRATEGY FOR CLARICESHOES ONLINE SHOP

• Main Author: Maulana Perdana - 29116447, Aldy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25320
• Institution: Institut Teknologi Bandung

The digital disruption era has led to new digital based businesses that were previously offline to online, but potentially also disrupt the existing business stability that in fact does not use tech support. Today many online stores are popping up and playing for the existing market. As in the footwear industry, where promotional activities, purchases, product orders, customer acquisitions are more often done online than opening traditional offline stores. Clariceshoes online shop is specialized women's handmade custom shoe vendor that has been established since June 2016. Clariceshoes focuses on making women's shoes, all kinds of shoes can be made like flat shoes, high heels, wedges, sneaker wedges, boots, sandals and more. And the present problem facing Clariceshoes is the instability of sales which tend to decrease. <br /> <br /> This study aim to determine the cause of instability sales which tend to decrease. The research method used qualitative and quantitatve method. Quantitative method are used to obtain primary data for potential customer analysis by distributing questionnaires, while qualitative methods are used to obtain primary data from the interview with the owner and observation. <br /> <br /> The gathered data then used to make internal and external analysis. The internal analysis is used to gather information about internal condition of clariceshoes, while the external analysis is used to evaluate the industry enviroment as well as defining the potential customer behaviour of shoes industry. Furthermore after internal and external analysis conducted, researcher used Ishikawa’s fishbone diagram to determine lack of competitive advantage, do not have offline channel and low of brand awareness as the root cause of instability sales. <br /> <br /> Based from the analysis conducted researcher suggest a new marketing strategy as a solution to solve the cause of the problem. The first suggested marketing strategy is an improvement of customer path 5A ( aware, appeal, ask, act and advocate) based on potential customer purchase decision process. And the second suggested marketing strategy is revising marketing mix 4P with new 4C’s. <br />