PROPOSED MARKETING STRATEGY TO IMPROVE THE PERFORMANCE OF WOODKA

• Main Author: Rizkianti, Khairunnisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34037
• Institution: Institut Teknologi Bandung

Creative industry in Indonesia progressively growing throughout the years. The economy based on creative and innovative idea provides opportunity for the development of competitive Indonesian products. Fashion is one of the sectors in the creative economy that gives big contributes for Indonesian’s GDP. The progress of fashion industry is also supported by online such social media and many offline event such as bazaar, fashion week, exhibition and community gathering which held in the big city by local promoter. With the hype of fashion industry in Indonesia the competition is also getting tight. WOODKA challenge the fashion industry in Indonesia thru sells wooden watch combine with interchangeable strap. In order to against tighter competition in fashion industry WOODKA wants increase their sales through business current condition. First, the researcher use SWOT analysis to identify the internal and external factors. Internal analysis contains marketing mix and current STP, while the external contain PEST Analysis, Porter’s Five Forces Analysis, Competitor Analysis and Consumer Analysis. Consumer analysis include consumer grouping and measure customer perception and motivation. From the SWOT analysis, proposed solutions are obtained through converting SWOT analysis into TOWS analysis. From the TOWS analysis, solutions proposed for WOODKA are strategies to increase product sales. The strategies are new brand ambassador, sales promotion on store, and limited edition item. By implementing these strategies, WOODKA is expected to gain its sales and increasing offline store revenue