IMPLEMENTATION OF MARKETING STRATEGY FOR IMPROVING SALES VOLUME (CASE STUDY: SELARAS FASHION TENUN)

• Main Author: Ratu Sakina, Ariendra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38526
• Institution: Institut Teknologi Bandung

Currently the fashion industry developed in Indonesia and become one of the trends that keep followed from young people to adults. In this era that have been advanced with technology, more facilitate a lot of people to easily access the trend of what is going on in the community. Most of them were following the trend and some business is take the opportunity which happened to use the moment at the right time. Selaras is a fashion business concern in tenun fashion including clothing and textiles, he uniqueness of Selaras fashion is the clothes combined with one or more tenun motifs. Selaras become one of the business that follow the current development by introducing the tenun textiles originally made by Indonesia. the lack of Indonesian people aware that Indonesia has a traditional unique textiles that is even attracted by international community. Unfortunately the price of tenun relative expensive that is become one of the consideration people to buy tenun. This has led Selaras is not optimal improving it sales volume. This study using internal and external factors analysis to find the root problems using STP, Marketing Mix Analysis, Business Model Canvas, Porters Five and PEST Analysis and then been concluded in SWOT and TOWS analysis. To know the character and understanding the consumers, it is conducted the questionnaire by 78 respondents. The survey based on Marketing Mix 4Ps to find out in a details every aspect which is Place, Price, Products and Promotion. To maximize the results of the problems, also using benchmarking to similar brand that produce tenun as well but more competitive at digital marketing. The business competitors performed to obtained more reference and maximize the solution for Selaras. The results of analysis shows that Selaras face the problems causing not optimal sales products and monotonous various of products. The problems is because lack production of innovation, did not conduct a sale by digital marketing, lack of promotion and not optimizing using internet website and social media. Therefore Selaras determine renew of marketing strategy aims to improve the system sales Selaras from perspective such as marketing, promotion, vendor to improving sales and distribution. The implementation of the proposed marketing strategy plan to be undertaken performed in a years.