#TITLE_ALTERNATIVE#

• Main Author: Cahyani Santhi Dewi - NIM: 29114418, Made
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28692
• Institution: Institut Teknologi Bandung

<p align="justify">According to McKinsey, Indonesian consumers have some specific shopping behaviors. They are risk averse and brand loyal. Based on McKinsey‘s survey, 63 percent of Indonesian consumers only buy products with brands they already know. This condition positions them as late adopters because they are not willing to try new products (risk averse) up until it is suggested by their family members. Now on retail industry is become one of the biggest opportunity in Indonesia. Therefore, so many international brands try to get awareness of their brand in Indonesia, such as Stradivarius Indonesia. <br /> <br /> This research will use external and internal analysis. External analysis conducted Porter‘s Five-Forces analysis and marketing mix. STP analysis and Marketing Mix (7P) analysis and CBBE pyramid are used in internal analysis. By analyzing external analysis will generate opportunities and threats, and internal analysis will generate strengths and weaknesses. Then brand exploration also conducted by researcher to gain depth information about current situation of Stradivarius Indonesia as a brand. <br /> <br /> In conclusion of this research, researcher come out with the strategy of expand Stradivarius Indonesia into the men segment, branding repositioning, and improve the marketing strategy of Stradivarius Indonesia. Those strategies will ensure sustainability of Stradivarius Indonesia as a brand in the future.<p align="justify">