Business Strategy To Increase Sales By Gaining Customer Loyalty: A Case Study Of Barbershop 'Daily Cuts'

• Main Author: Nur Pertiwi / 29115665, Racy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30082
• Institution: Institut Teknologi Bandung

Daily Cuts is a barbershop in Jl. Aceh No.41, Bandung. It provides service for hair <br /> <br /> cutting, styling, and treatment for men and children. The company has been established in <br /> <br /> December 2014. After two years of business, Daily Cuts has issues of stuck number of sales. <br /> <br /> The sales every months is not increasing significantly. The company is eager to find out the <br /> <br /> most effective strategies to growth customer loyalty in terms to increase the sales. In fact, <br /> <br /> that competition in service industry is high, Daily Cuts must have high competitiveness <br /> <br /> among the others. <br /> <br /> Collecting data from company sources then analysis the data from internal <br /> <br /> analysis and also external analysis to know what the main issues that the company faces. <br /> <br /> After get the results from the analysis researcher will aims for business solution then <br /> <br /> formulate the strategy based on company situation (resources and ability) and proposed <br /> <br /> the plan for company to continue exist and thrive. Researcher using internal analysis <br /> <br /> consist from STP and Marketing Mix 7Ps and external analysis consists of PEST, Porter <br /> <br /> Five Forces and Competitor Analysis. SWOT analysis is applied after analyzing both <br /> <br /> internal and external company situation. Root causes is conducted all data to related <br /> <br /> causes of the issue. All the analysis in the end aim to help to find appropriated strategies <br /> <br /> to increase the sales align to gaining customer loyalty. <br /> <br /> Due to its budget limitation, the company expecting the strategies proposed is <br /> <br /> based on factual data and can be well measured. To get business solution, Daily Cuts <br /> <br /> barbershop using TOWS analysis matrix that the wizardry of SWOT is the matching of <br /> <br /> specific internal and external factors, which create business strategy to gain customer <br /> <br /> loyalty. Along with TOWS Matrix. Service profit chain is conducted to make the business <br /> <br /> process more link to each other process by adding value from employee that deliver to <br /> <br /> customers and make the profitability growth. By evaluating customer satisfaction based on <br /> <br /> their voice through interview, the result of it will be the base of evaluate the company <br /> <br /> performance, company will earn profitability for the future. <br /> <br /> According to process on service-profit chain Daily Cuts have to strengthen the <br /> <br /> quality of their internal value, it will be done by creating SOP that will create the value of <br /> <br /> the company. Then, service exclusivity followed by customer loyalty will boost customer <br /> <br /> desire to come and get the benefit of their membership at the barbershop. By getting <br /> <br /> attached with the customer, the customer will be willing to spread the good news about the <br /> <br /> company and influence their friends to try Daily Cuts services.