USULAN STRATEGI PEMASARAN UNTUK PERUSAHAAN FESYEN START-UP (STUDI KASUS : JENGGALA)

• Main Author: Alfarizi Ramadhan 29116482, Harish
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27733
• Institution: Institut Teknologi Bandung

The fashion and handcraft industry become dominant sub-sector in making a big contribution in advancing Indonesia economy. Event fashion industry could lead to the national creative industry. It also includes environmentally friendly fashion products. In addition, environmentally friendly products are increasingly being notices by the Indonesian government. The proof of seriousness of the government is the policy in green industry products that are also as the goal of industrial development. So, Jenggala as one of environmentally friendly fashion brands continue to strive to create creative ideas and continue to support one of the development goals in creative industry. But today, Jenggala faced several problems, such as finding the right market for kind of products, and people’s attention to the industry. This study aims to create a marketing strategy for environmentally friendly fashion products Jenggala to enhance competitiveness. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> To create the right marketing strategy, the researcher must know the internal and external factors that influence the company. Researchers use several types of analysis for this issue. For internal factors, researcher used STP analysis (Segmenting, Targeting, and Positioning) and Marketing Mix Analysis. For external factors, researchers used Porter's Five Forces analysis and Competitor Analysis. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> To find solutions to these problems, researchers used TOWS analysis to create Jenggala’s marketing strategies. And researchers will also use literature studies, journals, papers, and online data sources to collect the necessary data. By doing all of these analysis, the researcher can conclude that to get the right market reaction, Jenggala need to develop more creative way and varied product in order to get more positive response from market. For example, create natural dyeing process workshop, image or video content in social media, education about natural dye process, product promotions, and follow some events related to fashion.