PROPOSED MARKETING STRATEGY FOR SAY! INDONESIA BRAND (A NEW FASHION BUSINESS START-UP)
Say! Indonesia is a new fashion line from Bandung that carries the concept of Indonesia. Say! Indonesia was established in 2017 which is built with a strong concept and providing the best quality of products and design. The first product collection was launched in February 2018 with 11 articles. Aft...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/36051 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Say! Indonesia is a new fashion line from Bandung that carries the concept of Indonesia. Say! Indonesia was established in 2017 which is built with a strong concept and providing the best quality of products and design. The first product collection was launched in February 2018 with 11 articles. After almost 6 months since the launched, Say! Indonesia not able to achieved the sales target per month. As a new brand, Say! Indonesia have faced many problems such as an operation, distribution, human resources and marketing. Author will focus to analyze the marketing strategy because there are some supporting opinion from the academic books and journal that mentioned that marketing plays an important role in the company to determine the financial performance.
This research aims to help Say! Indonesia to face the existing fashion industry competition and help Say! Indonesia to achieved the sales revenue target. In this research the author conducted the external and internal analysis. External analysis consisted of Competitor Analysis and Porter’s 5 forces. Internal analysis consisted of STP Analysis, brand inventory (marketing mix) and brand exploratory (Consumer behavior and CBBE diagram) after all the analysis conducted, author used SWOT analysis at the end to generate the root caused from the business issue.
The result of this study indicates the need to improving the marketing mix especially in product, place and promotion elements. In order to deal with this issue. The author develops and creates business solution which are creating a marketing strategy which are launch a new product, open merchant at marketplace, digital marketing plan, adding man power and local event participation. This business solution analysis needs to be applied sustainably in order to deal with the dynamics of market in the future
|
|---|