PROPOSED MARKETING STRATEGY FOR CONCREATE WORKS AS HOME ACCESSORIES BUSINESS

• Main Author: Pramana Putra, Yudha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33969
• Institution: Institut Teknologi Bandung

Concreate Works is a start-up business in the field of crafts that was established at the end of 2017 in Bandung. The products offered by Concreate Works are concrete home accessories that are collaborated with wood and iron materials. Based on data collected through sales reports for more than a year, it is known that sales of Concreate Works home accessories products have not increased with the number of products sold is very minimal quantity. This might happen because the marketing method carried out by Concreate Works is not optimal and the products offered are still very limited in variance. Therefore, the author wants to analyze the conditions of the company both internally and externally, so that the writer can determine the best strategy to solve these problems in terms of the development of his marketing strategy. This research begins with the author analyzing the internal and external situation of the company. Internal analysis at Concreate Works uses Mix and STP Marketing methods while external uses Porter 5 Forces and competitor analysis by interviewing potential customers. After analyzing the internal and external conditions of Concreate Works, the results of the analysis are applied to the Root Causes analysis wherein the analysis found conical problems in one factor, namely marketing. This makes the writer suggest to formulate a marketing strategy for Concreate Works. Competitor analysis and customer interview results show that the Concreate Works product has high selling power but there are promotional problems where the promotion does not reach its potential customers. Three marketing strategies were obtained, namely product development, branding and marketing strategies as a formulation of solutions in marketing.