DEVELOPMENT OF MARKETING STRATEGY FOR AQEERA HIJAB

• Main Author: DWIRATNA SARASWATI - Nim: 29115600, INGGAR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28063
• Institution: Institut Teknologi Bandung

<p align="justify">Fashion industry has grown in 2017. It became the biggest contributed sector from creative industry for Indonesia GDP. The growth of fashion also followed by growth of internet penetration that has reach 51%. It led the hype of people to shop via online. Those condition are favourable and can bring positive trend for fashion online business. Unfortunately, not for Aqeera Hijab. Aqeera hijab is one online fashion muslim business which has established for 3 years and until now Aqeera still not get the expected revenue performance. The goal of this research will be finding the root cause and developing marketing strategy to solve the problem. <br /> <br /> This research methodology use internal analysis, external analysis, rootcause analysis and influence test analysis. The external analysis will be used PEST, Porter’s Five Forces, and competitor analysis. The purpose is to know the macro and industry environment. The internal analysis use STP analysis, marketing mix and consumer analysis. Later influence test will be conducted and last use root cause analysis. The result of the analysis will create the marketing strategy that will be able to help Aqeera condition. <br /> <br /> The result of the analysis show that Aqeera has several problem. First, Aqeera miss its target segment. Second, distribution channel not work effectively and minim promotion. Last, Aqeera product that less attractive. The proposed solution are by re-analyse the target segment and developing the marketing mix strategy <br /> <br /> The solution will start on December 2017 and some of the activity will be done continuously. The estimation cost is Rp 12 million. By implementing the solution, author believe that Aqeera can achieve its goal. <p align="justify"> <br />