MARKETING STRATEGY FOR WOMEN FOOTWEAR PRODUCT (CASE STUDY: SEKARSENJA)

• Main Author: Livana Subekti - 29116495 , Robiatul
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30651
• Institution: Institut Teknologi Bandung

Indonesia has many cultural heritages; the most famous one is its Indonesian traditional fabric such as batik and tenun. Besides clothes, one of the most important components of fashion is footwear. Nowadays, footwear industry has penetrated or has entered into the world of fashion. For this reason, many people especially women have a collections of footwear product at home. <br /> <br /> <br /> SekarSenja is a fashion company that sells women's footwear products that combine genuine leather with batik or tenun. SekarSenja is a brand from Bandung. Established since October 2017 SekarSenja has nine (9) types of sandal and shoe models for women. SekarSenja’s products are sold with prices start from Rp. 400,000. <br /> <br /> <br /> From since its establishment until now, SekarSenja faces some problems in this business. One of the problems faced is that SekarSenja still has not found a suitable market for its products so this problem affects the sales. This research aims to create a marketing strategy for SekarSenja to increase sales. <br /> <br /> <br /> To create the right marketing strategy, the researcher must know the internal and external factor of the company. Researcher uses several types of analysis to examine these factors. For internal factors, researcher used STP Analysis (Segmenting, Targeting, Positioning), Marketing Mix Analysis, and SWOT Analysis. This is done so that researcher know the internal state of the company such as marketing targets that fit, how the appropriate product, what the advantages and disadvantages of the company, as well as opportunities owned by the company. For external factors, the researcher used Porter 5 Forces analysis, competitor analysis, and benchmarking analysis. This is done to find out what are the threats this business and how to overcome them. <br /> <br /> <br /> To solve all problems, the researcher used TOWS Analysis to create SekarSenja’s marketing strategy. The researcher also distributed questionnaires to 110 respondents to know the opinions of the respondents to SekarSenja’s products. By doing all of these analyzes, the researcher knows that in order to get a bigger market, SekarSenja must do more marketing activities and create more creative and varied products that spend more money to advertise in social media (instagram ads, facebook ads, and endorse a fashion blogger or influencer who fits SekarSenja’s concept), collaborate with fashion blogger, do consignment with stores in big cities in Indonesia, create personal websites, do more constant sales promotions such as discounts, free shipping cost and follow events related to fashion. <br />