PROPOSED NEW MARKETING STRATEGIES FOR FASHION STARTUP (STUDY CASE : GHAZA)
Indonesia is a country with the largest number of Muslim population in the world. The population of Indonesia is 237.641.326, with 87, 18% of them are Muslim in and continue to increase 7 - 8% per year (BPS, 2010). Awareness on Islamic religion is Increasing. This is marked by increasing on indust...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/36283 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia is a country with the largest number of Muslim population in the world. The population of
Indonesia is 237.641.326, with 87, 18% of them are Muslim in and continue to increase 7 - 8% per year
(BPS, 2010). Awareness on Islamic religion is Increasing. This is marked by increasing on industry of
hajj and umrah travel, halal food, Islamic financial institutions, syariat hotels and Muslim fashion.
Muslim fashion is one of halal industry has higher growth than others.
This study demonstrates Ghaza as one of the Muslim men's fashion brands has good sales report but
the growth is insignificant. Therefore this study focuses on things that happen in the company (internal
analysis) and things outside the company (external analysis). In the internal analysis author using
marketing mix formula (4P) and STP analysis. For external analysis author using Porter Five Forces
formula and competitors analysis.
After conducting internal and external analysis the author formulated business solution using SWOT
analysis and then compiled the TOWS analysis to select the best strategy for Ghaza. After formulating
the most feasible strategy, author prepares a work plan for Ghaza project can proceed as it should and
keep on the track |
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