PROPOSED MARKETING STRATEGY TO INCREASE SALES OF AN ONLINE SHOP AT SHOPASTELLE

• Main Author: Mahdi Arsyanti / 29116436, Nuri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29792
• Institution: Institut Teknologi Bandung

This research aims to know what the main problem and the most suitable marketing strategy for Shopastelle online shop retail business selling homemade beauty care product. <br /> <br /> There are two phases of this research are internal and external analysis to know what the root cause then, find the solution related to business issues. This research used Segmenting, Targeting, and Positioning (STP) Analysis, Marketing Mix 4Ps, PESTEL, Porter’s Five Forces, Competitor Analysis and SWOT analysis. At the end of the research section, researcher use TOWS Matrix to generate ideas and select strategy for Shopastelle. <br /> <br /> According to root cause analysis Shopastelle faced sales decreased due to lack lack of customers confidence, lack of product differences, marketing activities are not well organized and high rivalry. <br /> <br /> This research proposed marketing strategies for Shopastelle. Those strategies using marketing mix with the results obtained are Shopastelle should improve the quality and variant product based on the last trend to compete with competitor, Shopastelle can uses pricing strategy with bundling price strategy, Shopastelle will choose to focus on selling on websites and marketplace. Shopastelle will prioritize sales in the Jakarta, Bandung, Surabaya and Bali regions by having criteria for buyers who already understand online purchases and Shopastelle will improve promotion in order to increase the sales by Shopastelle should develop the promotion using social media advertisement to get new customers and should improve its service to get better first impression and gain trust from new customer. All of the strategies will be implemented by Shopastelle in the period of time. <br />