MARKETING STRATEGIES FOR HANDMADE ACCESSORIES (CASE: ADHWA HANDMADE ACCESSORIES)

• Main Author: Sareta Bielmaldi/29116074, Dibi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26636
• Institution: Institut Teknologi Bandung

As one of the economic foundation in Indonesia, MSME has gotten more attention and priorities by the Indonesian government. MSME in Indonesia run on several factor, such as fashion. The biggest market of fashion came from woman because of their increasing spending that affected by their increasing earning. As a brand that sold one of fashion product, which is accessories, Adhwa Handmade Accessories has been running since 2010 at Bandung. However, curently the business is facing a sales fluctuation that impacted by their current marketing strategies. A proposed marketing strategies is needed to solve the issue. <br /> <br /> Thus, the aim of this research is to know the current condition of internal and external business environment of Adhwa Handmade Accessories in order to find suitable marketing strategy to be applied in this business. This research using literature review and qualitative method with depth interview from Adhwa Handmade Accessories’ female consumer. <br /> <br /> This research found the current internal business environment using STP and Marketing Mix and external business environment using PEST Analysis, Porter’s Five Forces and Customer Analysis. Most of the result show a positive result for marketing strategy of the business. The proposed marketing strategy is found through SWOT Analysis, Root Cause Analysis and TOWS Matrix. Based on Root Cause Analysis, the research found that the main cause came from promotion and place. Therefore, the proposed marketing strategy is selected that relevant with main cause which are optimization of sales through online market, create digital marketing strategy, and optimization of showroom. The proposed strategies that has been determined would be implemented into action plan and it’s timeline. Moreover, proposed budgeting also has been created to make sure the action plan can be executed. <br />