PROPOSED MARKETING STRATEGY FOR FASHION BUSINESS USING TOWS MATRIX (CASE STUDY: WOODBUTTON)

• Main Author: Dwi Anggara, Arief
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33556
• Institution: Institut Teknologi Bandung

The creative economy is expected to become a new economic driver. Creative Economy Agency (BEKRAF) forecasts that Indonesia’s creative industry’s growth will reach new heights in 2018. Fashion industry is one of the contributors in Indonesian creative economy, followed by culinary and crafting. Creative industry has big impact to helps absorb employment in the country, it can help the country in reduce poverty and social inequality. This opportunity is utilized by Woodbutton, a company that works in fashion industry from Bandung, Indonesia. But, up until now Woodbutton have a several problems such as lack of human resources, don't have good marketing strategy and Woodbutton only using social media as distribution channel that makes company hard to compete with the other brands. Researcher using qualitative and quantitative methodologies to create new marketing strategies with several tools such as STP Analysis, Marketing Mix, Porter’s Five Forces, Competitors Analysis, and SWOT Analysis. Furthermore, researcher using interview and questionnaire to gain more insight from customers perspective. According to research result, there are some finding on customers perspective to developing new strategies marketing of Woodbutton. Most of respondents and interviewees says that product have a good quality, little bit expensive, difficult to make a purchase, and the promotion is unreachable and not effective. To gain more insight, researcher using Benchmarking strategy toward Uniqlo strategies to adapt the company strategies and marketing promotion. Researcher proposed new marketing strategies that can increase awareness and gain more sales in the future. Using TOWS Matrix that derived from SWOT Analysis there are 14 new strategies marketing that classified into marketing mix variables which represent product, price, place and promotion. Moreover, researcher create implementation timeline and budget plan start from January 2019 to monitoring strategies to keep company stay on track.