PROPOSED MARKETING STRATEGY TO IMPROVE SALES RATE (CASE STUDY: MATS STORE)

• Main Author: DYKI DIRBAWANTO 29115722, NANA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29524
• Institution: Institut Teknologi Bandung

Fashion becomes one of the tools to express the identities, and it plays vital. It can be defined <br /> <br /> <br /> <br /> as a cultural phenomenon as it is concerned with meanings and symbols, thus is an <br /> <br /> <br /> <br /> instantaneous mode of direct, visual communication. MATS Store is a fashion store that <br /> <br /> <br /> <br /> established on August 1st 2013. It is owned by four students named Reza Diar, Aditya Septian <br /> <br /> <br /> <br /> W, Nana Dyki, and Rizqi Abdul Majid. The idea of bringing this business alive is coming <br /> <br /> <br /> <br /> from their interest in sneakers and streetwear. <br /> <br /> <br /> <br /> Since it was established in 2013, the MATS store revenue is always increasing with <br /> <br /> <br /> <br /> different percentage. Unfortunately, since March 2017 until June 2017 it decreased. <br /> <br /> <br /> <br /> Furthermore, MATS have no clear (and written) marketing strategy in order to maintain its <br /> <br /> <br /> <br /> existence and profit. <br /> <br /> <br /> <br /> This research uses the qualitative method and there are two types of data that were <br /> <br /> <br /> <br /> used in this research, namely primary data and secondary data. Primary data comes from <br /> <br /> <br /> <br /> observation at the object of research and interview with the owner of MATS Store. While the <br /> <br /> <br /> <br /> secondary data from company’s record in 2017, article, book, internet, and other sources that <br /> <br /> <br /> <br /> are considered support this research. This research provides recommendation and conclusion <br /> <br /> <br /> <br /> for MATS Store business problem. <br /> <br /> <br /> <br /> By analyzing the internal and external environment, this research is creating a <br /> <br /> <br /> <br /> business solution. The internal environment that analyzed in this research consists of STP <br /> <br /> <br /> <br /> analysis which concluded that Mats Store focus on targeting middle and upper market and <br /> <br /> <br /> <br /> has its target market is people aged 15-30 years old and those who are loyal to fashion brand, <br /> <br /> <br /> <br /> and also Marketing Mix (7p) which concluded that MATS store uses a 7P marketing mix that <br /> <br /> <br /> <br /> provides products to meet customer needs and wants to gain in a competitive marketplace. <br /> <br /> <br /> <br /> External environment consists of Porter’s 5 Forces, PEST analysis, and competitor analysis. <br /> <br /> <br /> <br /> From the external environment analysis, it can be concluded that there are many external <br /> <br /> <br /> <br /> factors such as a competion rivalry, buyer bargaining power, the threat of susbtitue product, <br /> <br /> <br /> <br /> supplier bargaining power, government policy and distribution channel, all of these can be <br /> <br /> <br /> <br /> affect to Mats Store business. But they need to keep in touch with their customer in order to <br /> <br /> <br /> <br /> make the customer loyalty.Then following with creating the SWOT analysis in order to see <br /> <br /> <br /> <br /> the strengths such as the only authorized dealer vans in Semarang, sell the original and <br /> <br /> <br /> <br /> licensed product from famous brand, and have strategic position, weaknesses such as less <br /> <br /> <br /> <br /> promotion and less well known, prices are considered still expensive and have limited stock, <br /> <br /> <br /> <br /> opportunities such as internet development and the only shop that sells multi brand with <br /> <br /> <br /> <br /> sneakers boutique concept, and threats such as the existence of competitor of this company. <br /> <br /> <br /> <br /> After the SWOT analysis is determined, TOWS analysis is performed to create the <br /> <br /> <br /> <br /> MATS Store strategy. So the proposed strategy is digital marketing and new marketing mix. <br /> <br /> <br /> <br /> The digital marketing consists of promoting and using ads in social media, sell on the market <br /> <br /> <br /> <br /> place like bukalapak, tokopedia, etc, and creating a websites. The new marketing mix <br /> <br /> <br /> <br /> proposed for MATS Store consists of sell more authentic products in the store, keep set the <br /> <br /> <br /> <br /> retail price by being an authorized dealer for any product, and doing the promotions by give <br /> <br /> <br /> <br /> any discount or voucher, and open booth in any kind of event. <br /> <br /> <br /> <br /> Keyword: marketing strategy, fashion, marketing mix, STP