PROPOSED MARKETING STRATEGY FOR TERRARIUM PRODUCT WITH WOODEN LAMP START-UP COMPANY ABSTRACT (CASE STUDY: MATKAI)

• Main Author: Muthahar Hakim, Rashid
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34064
• Institution: Institut Teknologi Bandung

Terrarium products have not been sold in the community as a form of decoration. As a company that sells terrarium products as room decorations, Matkai must find which market segmentation is most possible for Matkai. In the last year, the sales of Matkai did not have good sales figures and tended to decline at the end of the year. As a new company that sells new products such as terrariums on the market, Matkai must have to introduce terrarium products and terrariums themselves. The idea of this paper is to find out what marketing methods are good for terrarium products or find possible target markets through ornamental plants and aquascaping communities that have similar interests in plants and decorations. Some of the methods used in this study are literature studies to get the theoretical foundations used in this study. Furthermore, in this paper internal and external analysis methods are used. In the internal method, and uses STP Analysis and 4p Marketing Mix to determine the company's internal conditions. By knowing the internal conditions of the company, we can determine the target market that we will go to and how to market the product. Then the author also uses external analysis by using Porter 's Five Forces, Competitor Analysis, and Collaborator Analysis. In external analysis is expected to know the external conditions of the company, namely by knowing the conditions of supply and market demand. Then about the strength of competitors and the power of collaboration. By using qualitative techniques by means of interviews based on the theory of prior analysis of several practitioners and members of the ornamental and aquascaping communities to find out the target and market segmentation that is most suitable for terrarium products with wooden lights by Matkai. Interviews were conducted on business people in the field of aquascaping and ornamental plants and several members of the community. Furthermore, the results of the interviews were analyzed which concluded the new STP and the new Marketing Mix. The marketing strategies that are generated include the target market that changes to be more specific, namely to plant hobbyists and decorations, proposed product quality improvement, proposed product classification, collaborating with offline hobby shops, and marketing through the community social media group.