Proposed Marketing Strategy for Notebook Product (Case Study Basic B)

• Main Author: Fauziyyah - 29116515, Alif
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25368
• Institution: Institut Teknologi Bandung

Creative industry is one of the growing industry in Indonesia, which also one of the biggest GDP (gross domestic product) distributor in Indonesia. Beside, craft industry is placed at 3rd rank from 15 creative industry sub-sectors in Indonesia. Hence, Basic B, a home industry which produces light-weighted notebook with unique design is launched to contribute in the development of the economics of creative industry in Indonesia. However, the fast developing internet in Indonesia as a developing country also gives positive impact towards the economic behavior of Indonesian citizens, which eventually also beneficial towards the business climate in Indonesia. At the same time, it also raises the competition between SMEs so that careful planning is necessary in order for Basic B to be able to survive within the fierce competition between businesses. <br /> <br /> <br /> <br /> The research conducted in this paper is exploration towards the internal business situation through STP analysis, marketing mix 4P analysis, business model canvas analysis, as well as SWOT (SW) analysis. For the external business situation, the analysis that was done was benchmarking analysis, SWOT (OT) analysis, and Porter’s 5 Forces analysis in order to find out the situation faced by Basic B as well as things that could be improved in order to formulate well-made marketing strategies. It was also supported with survey through questionnaire in order to find out target market’s persona and preferences that will help Basic B to formulate corresponding marketing strategies. <br /> <br /> <br /> <br /> From the exploration, it can be concluded that there are four marketing strategies that can be conducted. Those strategies include cooperation with local stationery store, utilization of social media as virtual portfolio, utilizing online marketplace, collaboration with local artists, and hiring skillful marketing team. From those strategies, action plan timeline is generated along with R&D plan, business implementation plan, marketing budget proposal, and sales forecast after the marketing strategies has been applied. <br />