PROPOSE MARKETING ACTION FOR START-UP BUSINESS: A CASE STUDY OF SHAKAI

• Main Author: Adriel Ginting / 29116420, Rio
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30512
• Institution: Institut Teknologi Bandung

Shakai is a start-up business established in Bandung since 2015. The brand take part on the fashion industry for the street wear theme fashion. Shakai offers fashion apparel things which deliver unique design and materials. The brand pick the Japan theme of design and products. Shakai has vision and mission on supporting local economy and local products so can compete on the local and international industry. The brand enter a very tight and competitive industry in Indonesia. It is because there are very high of demand on the fashion industry and it keep on growing. It is predicted that the demand will reach around 20 billion USD in 2018. It is around 503 brands (from 2013 Indonesia Fashion Week participants) that already existed, in Indonesia only, and there are 55.3 million of SMEs who play in the fashion segmentation. <br /> <br /> Some tools that are used for describe the condition whether from the internal and external analysis, there are STP, Marketing Mix, Competitor Analysis, Consumer Analysis, and followed by the SWOT analysis. On doing the Consumer Analysis, there is questionnaire has been spread to gain the customers experience and feedback. The SWOT analysis result processed using the TOWS matrix. As the result from the analysis, there are 2 things of root causes that become the main cause of the certain situation. There are No Offline Store and Lack of Promotion. <br /> <br /> To solve in No Offline Store, brand is suggested to open their own offline store to provide reachable channel of the brand and make the customers can buy directly to the store based on the Consumer Analysis result. To answer the Lack of Promotion problem, the brand can maximizing their Instagram account to promote their event, promotion, selling activity in order to raise the brand awareness. <br /> <br /> For maximizing the social media, it is necessary for Shakai to have their Instagram ads on the prime time days when the traffic reach its highest number. Also the brand can developing their brand awareness to push the sells by gathering the new customers with opening their stores on the strategic place. It will be a good trigger by making event such as unique theme days such as International Day of Friendship or quiz or any promotion program to become more sociable to reach new potential customers.