THE WELLBORN FLAGSHIP PRODUCT CHOICE, AN ANALYSIS OF SALES PERFORMANCE 2016-2017

• Main Author: Wiradiputra - 29116255, Andika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25509
• Institution: Institut Teknologi Bandung

Wellborn is clothing line company from Bandung, founded in 2006 by five young creative people. Over the year Wellborn has survived up and down in this clothing Industry. In 2016, Wellborn has major changes, starting with new investor coming in to fund the company. Several changes in management also applied accordingly. Wellborn now is taking the business to the new level, the management wants to become a professional company with successful performance. In 2017, though Wellborn has significantincreasein terms of sale but the performance still lower thanits target. <br /> <br /> <br /> This research aims to help Wellborn company reach its 35% higher sales target in 2018. By digging into previous sales data, the author gives recommendations in terms of product offering strategy. In the first part, the author analyzed internal sales data to get to know the current condition of Wellborn. Competitionanalysis also needsto be done to know wellborn current position. From the analysis, Bag categorysignificant growth drive the sales in 2017, while T-shirt category holds the biggest chunk with stable growth. Jacket-category is growing fast but still in lower base. From competitor analysis,Wellborn lack of differentiation of design and styling can be a problem that needs to be addressed in the future. Two of the competitor is having more than one stores outside Jakarta. <br /> <br /> <br /> Before giving any recommendation, the author usedBCG product matrix to find out which category product need to be given further investment. The author added SWOT analysis to give strategic recommendations. From the analysis result, the author found out that Bag category is the star category, while T-shirt is more into cash cow category, and jacket category falls into question mark category. There are three recommendations given that has direct impact to sales. First is a further investment on bag categories as a start category and there is no other competitor focusing in this category. The second is making Jacket as the third leg. Currently, Wellborn sales are driven by Bag and T-shirt only, Jacket category need to be pushed more to help the sales increase. The last one is opening a new store in Jakarta. Jakarta based on google analytic holds the biggest market for the online category. <br />