PROPOSED MARKETING STRATEGY FOR DIGITAL START-UP: CASE STUDY AT BRIDENESIA ONLINE WEDDING INVITATION

• Main Author: Fachrul Arli, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36928
• Institution: Institut Teknologi Bandung

Bridenesia is a digital startup business engaged an online invitation for weddings in the wedding industry. This online invitation is able to send wedding invitations with of websites and digital. The problem faced by Bridenesia is the low number of website visitors that also influence Bridenesia's sales figures in this one year. In addition, Bridenesia also has problems in promotions that are not well planned. To solve the problems faced by Bridenesia, the discussion carried out in this study relates to marketing strategies. First find the cause of the problem by analyzing internal and external factors. To find out the segmentation and target of the company, STP tools are used. To identify sources owned by companies that are used by the company based on Resource Based View. For external factors, use PEST, Competitor Analysis, Customer Analysis, and Porter's five forces. The results of the analysis help to map the root causes of the problem. Based on the results the problem, thus creating a solution for marketing strategies based on SWOT, TOWS, Marketing Mix 4P. The resulting solution aims to increase sales of Bridenesia. The solution is in the form of adding variety of designs and template, planning promotions with the improvement of utilizing digital marketing, expanding product distribution through instagram and collaboration systems, and also determine the price. The solutions obtained from this research will be implemented within one year. For this purpose an implementation plan is made in the form of a one-year timeline of activities based on Marketing Mix 4P. Furthermore, a budgeting plan is also made to support the implementation process of the solution.