MARKET STUDY FOR IMPROVING MARKETING STRATEGY: CASE STUDY OF TUSK BAG BRAND

• Main Author: Sanjaya, Artha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41359
• Institution: Institut Teknologi Bandung

tusk is online bag brand from Bandung. tusk offer quality of local craftsmanship and well design products which support laptop compartment. Established since 2013, tusk gaining a profitable growth during the first 4 year. Unfortunately, in the following year of 2017, declining sales performance become the main issues that crucial to support the sustainability of its business process. Reseller network of company has facing declining sales performance, while the rising trend in online shopping and e-commerce start to dominate the Indonesian market. Incapability to understand the core customer segment and lack expertise of digital marketing strategies to access end retail consumer, become the key issues to recent declining sales performance. This study aim to finding root cause of the declining sales performance. This research using quantitative and qualitative analysis method. Quantitative method are used to validate customer value mapping that distributed questionnaire to 1,010 respondent. Qualitative method are used by observing internal issue happen within the company. Final analysis resulted from the integration of statistical analysis using ANOVA and qualitative internal data analysis. As the result, there are three main cluster of tusk customer segment. This research finding, support tusk to understand their customer value mapping as their core market segment, create new product and deliver digital marketing strategies. Implementation plan is composed to optimize integration process of new product process, creative content and digital marketing promotion. Product development guidelines using customer cluster approach are defined to help company create a successful new product release. As for digital marketing, key metric provide to help measure the effectiveness of marketing campaign through delivered contents. This activity will support the tusk marketing and product division to cope with the rising digital economy era in Indonesia.