PROPOSED NEW PRODUCT DEVELOPMENT TO ENHANCE CUSTOMER EXPERIENCE A CASE STUDY OF DESIGN AND CRAFT SERVICE 'KREARTSY STUDIO'

• Main Author: MALINTON - Nim: 29115569, FEBRYAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27265
• Institution: Institut Teknologi Bandung

<p align="justify">Kreartsy Studio is a company from Bandung which is engaged in graphic design since January 2016. The brand focuses on graphic design that works on projects such as visual identity for new small businesses, personalized invitation cards and digital illustrations for anniversary, graduation, or wedding. In early 2017, with the core competency in the field of graphic design, Kreartsy Studio expand its business into the craft field which is personalised handmade paper cutting. Kreartsy Studio aims to produce a creative, unique, and thoughtful product for people who looking for an alternative items to be a gift for the loved ones. However, there are some problems experienced by Kreartsy which are lack of online presence, weak product concept and innovation, and the production process which is then known to affect the customer experience. <br /> <br /> The analysis of company condition, both the internal and the external, is conducted to obtain data about current condition and customer experience of Kreartsy Studio. The internal analysis is explored using Segmenting, Targeting, Positiong (STP) and the 7P’s marketing mix analysis, while the external analysis is using competitor analysis and customer opinion research. The SWOT Analysis of the company then combined with mind mapping techniques. The results show that compared to its competitors, the weakness of Kreartsy Studio lies in the product distinctiveness. <br /> <br /> In the chapter three, TOWS Matrix analysis is used to formulate a strategy to overcome the business issues. Based on the formulation, Kreartsy studio develop a product based on Generic Product Development process to make a clear positioning to enhance their customer experience. The strategy focused on the product development as an aim to increase the customer experience of Kreartsy Studio. <br /> <br /> The last chapter explanined the lesson learned after conducting this research. It also contain the action plan strategy that Kreartsy Studio will be implying for launching the new product. <p align="justify"> <br />