PROPOSED MARKETING STRATEGY FOR FASIONNA MUSLIM FASHION

• Main Author: Hendy Khusuma 29115693, Fanani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27137
• Institution: Institut Teknologi Bandung

Fasionna is a Muslim clothing producer in Bandung, founded in 2008. The Fasionna's marketing activities have been focused on online-based marketing, utilizing reseller network system, where most of sales occurred through reseller intermediaries. Fasionna also succeed in dominating Hong Kong and Taiwan market, with Indonesian migrant workers as buyers. <br /> <br /> However, there has been a continuous decline in Fasionna sales since 2015. This becomes the background of this research. The objective of this research is to investigate the internal and external condition of fashion industry run by Fasionna. Therefore, the suitable marketing strategy can be determined for Fasionna to overcome the current condition. <br /> <br /> Analysis of the external and internal factors of the industry was conducted in this research. In addition, the reseller survey was also conducted since resellers are the spearhead of sales in this business. The exit of a reseller means the cessation of all purchases that are usually done by customers under the reseller. <br /> <br /> The results of this study indicate the need to strengthen marketing activities for the domestic market, improvement in conventional / offline marketing and sales techniques, and revision on pricing regulation for resellers. In order to deal with these conditions, the author suggests a marketing strategy that is formulated in the form of 4P (Product, Price, Place, Promotion). This needs to be supported by a sustainable improvement on marketing ability of the marketing team in order to deal with the dynamics of market in the future.