PROPOSED MARKETING STRATEGY FOR FASHION SOCKS COMPANY TO ENTER THE GLOBAL MARKET THROUGH INTERNET (A CASE STUDY : YOUR SOCKS BRAND)

• Main Author: Mega Dayanthi, Rima
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/40978
• Institution: Institut Teknologi Bandung

Your Socks brand is a wholesale socks company which focused on women's and men's socks that established since 2013 in Bandung. The brand concept is to fulfill all the needs and desires of customer and pack them in a dozen with many variations in patterns and colors. The reason why Your Socks chose socks as a product, because everyone uses socks in their daily lives, and socks are also a trend of fashion not only in Indonesia but also in the world. Besides that, socks are fast consumer goods that make people easily to buy socks. It makes Your Socks want to expand market overseas. Currently, the purpose of this research is to find solutions how to enter the global market through internet, then to find the best strategy to be applied in the following years. This research was conducted with quantitative descriptive methods and applied several concepts such as, STP (Segmenting, Targeting and Positioning), 4P Mix Marketing, Root-Cause Analysis, House of Quality and TOWS Matrix Analysis. To analyze the level of external competitors used the Porter's 5 Forces study. The concept of STP analysis is used to help brands explore existing market targets. To analyze external and internal situations by using marketing mix and TOWS matrix analysis. To know more about internal business problems using Root-Cause Analysis, and House of Quality is used to find out where Your Socks position in the market compared to competitors. After further analysis, business problems faced by companies are various causes such as non-specific target markets in global markets, lack of knowledge about global markets, poor international promotion and low distribution channels. Developing a new marketing strategy is important for dealing with company problems. Using data collection from market research and improving production and promotion performance in global markets can increase brand awareness, increase sales, and more easily enter the global market. The new marketing strategy developed by the company is add value of product, new pricing by doing business intelligence before to find out competitor prices, developing new packaging, utilizing paid promotions on social media, and collaborating with international brands or programs. After finding a marketing strategy to enter international market, the business implementation was carried out with a focus on adding product value, improving packaging, conducting intelligence business, increasing production activities, conducting promotional activities such as brand collaboration, charity collaboration and developing new distribution channels in London, United Kingdom so that Your Socks products can be accepted and then succeed in the global market.