PROPOSED MARKETING STRATEGY TO IMPROVE PERFORMANCE OF CUPUMANIK SUNDANESE PUPPETS AND SOUVENIR STORE

• Main Author: Faza Khoirunnisa, Afina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34056
• Institution: Institut Teknologi Bandung

The creative industry in Indonesia is currently increasing, in the 2015-2019 period it was 7.38%. The creative industry in the craft sector contributes 16% to the creative industries in Indonesia. The GDP growth rate for the craft arts sub-sector in Indonesia for the 2015-2018 period was 15.70%. West Java as the province that contributed the largest value in Indonesia was 33.56% at the rate of creative economic growth in Indonesia. The creative industry is certainly related to tourism. This can be seen as every tourist who comes to a place or area will usually buy souvenirs or as a gift. Or conversely, tourists intentionally come to a place with the aim of finding by, then in addition after getting what they want, then he travels to another place. With the growth of the creative industry, especially seniors in Indonesia, specifically West Java, it is a good opportunity for souvenir businesses, such as Cupumanik. Cupumanik is a West Javanese puppet show and souvenir business located in Bandung that has been well-known domestically and internationally since 1980. With good opportunities from developing creative industries and tourism, it must be able to easily help consumers on the market. But on approval, the Cupumanik puppet show still needs to be supported by other things to achieve increased sales. One that supports marketing strategies for Cupumanik, in order to take advantage of these opportunities. This research uses internal and external analysis to create a marketing strategy. Internal analysis of resources, capabilities and value chain analysis. External analysis is carried out by the General Environment; Industrial Environment; Competency analysis; and Customer Analysis. In this study, primary data was collected by questionnaire to respondents who were potential customers and who had been accepted to buy puppets. Questions raised for the question of the demand for the puppet market are offered in West Java. The root causes of business problems are internal resources, marketing, environment, and competition. According to the root cause analysis, Cupumanik's big problem is a low marketing activity, because compilation you have good products and become old players in the industry but not supported by good marketing activities, how new customers will be interested. The suggested strategy for Cupumanik is to solve business problems related to business and discussion space, make more marketing activities, collaborate with government, travel agents, influencers, conduct product research and development for innovation & diversification, seeking help for potential customers.