MARKETING COMMUNICATION STRATEGY FOR ELHAUS

• Main Author: ADITYO ARGO HUTOMO /29114593, EDUARDUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26837
• Institution: Institut Teknologi Bandung

The fashion segment in Indonesia has been consistently the largest export sales contributor among the country’s creative industries for the past three years. According to the Statistics Bureau of Indonesia, from 2006 to 2010, overseas shipments increased at an average of 35 percent. For 2015, the product line is expected to expand to 12 percent (Global sources, 2015). <br /> <br /> Even though Elhaus has been through an exponential growth phase, on 2017 the sales number are begin to get into stagnancy level. Elhaus find it difficult to reach new market and need to establish new marketing communication strategy to overcome this issue. <br /> <br /> Author decided to analyze the internal business condition using STP and marketing mix analysis, later on is to analyze external business condition, and find the root cause of the proble using Porter 5 Forces and PEST analysis. <br /> <br /> Case study helps Elhaus define their marketing communication strategy to overcome their issues. Author chose marketing communication strategy to solve their marketing problem. As the result, in 2018 Elhaus will conduct several action plans such as collaborating with several artists, using social media as their advertising platform, and joining International tradeshow. Furthermore author suggests them to evolve their operation division to expand their market internationally. <br />