PROPOSED MARKETING STRATEGY FOR SAB DESIGN FIRM TO RAISE BRAND AWARENESS IN JAKARTA

• Main Author: Sidhi Aditya, Andana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33594
• Institution: Institut Teknologi Bandung

SAB is established in the early 2016 as an interior design firm. Then in 2017 SAB start taking architectural service too. As a newcomer in design industry, SAB faced many problem such as competitors that have been existed before SAB established, low awareness of the brand, and lack of marketing campaign. After two years after establishment, SAB never experience sales growth. Marketing strategy is the approach for SAB to grow income. The purpose of this research is to create the best marketing strategy for SAB to increase income. The research used qualitative research to provide researcher insight to see the problem clearly. This research used various reference such as books, literature studies, and journals. The interview is also given to target market, and interview an interviewees that have been engage in the industry for more than 30 years to give insight on what happened right now to SAB. Several marketing tools such as Marketing Mix (7Ps), STP Analysis, Porter Five Forces, Competitor Analyses, and SWOT is needed to help researcher find the problem. STP Analysis is to research market segment, Marketing Mix is to describe SAB current condition, Porter Five Forces is to analyze the level of competition, and SWOT is to find company strength, weakness, opportunity, and threat. The root problem is come from low product awareness. The result of this research is a proposed strategy from using TOWS Matrix. The strategy will be applied immediately after the research is done.