PROPOSED MARKETING STRATEGY TO INCREASE ONLINE SALES OF ZALMORE APPAREL

• Main Author: Salmon
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45712
• Institution: Institut Teknologi Bandung

Fashion in Indonesia is now growing along with the flow of modernization. As the world of fashion continues to grow, business competition in the fashion sector has become very tight, especially in the field of basic clothing. Many marketers are trying to offer the latest clothing models which use good-quality materials, making special designs made by the store or the characteristics of the store, even they are offering an affordable price (cheap). Nowadays, the internet is very integrated with people's lives, especially in Indonesia. Modern society has begun to abandon traditional ways of shopping and shift to more effective and efficient shopping models such as an online shopping. Therefore, fashion business competition does not only occur in offline stores, but also in online stores. Even though Zalmore Apparel has a great opportunity from the current business situation, Zalmore Apparel still has a low market share. The main business issue from Zalmore Apparel found in this study is low online sales compared to offline sales. This research analyzes the current business situation through external and internal analysis. External analysis consists of general analysis / PESTEL(Political, Economic, Sociocultural, Technological, Environmental, Legal) , industry analysis (Porter 's Five Forces), and competitor analysis. Internal analysis consists of marketing mix (4Ps), resource and capability analysis, and competitive advantage analysis/VRIO (Valueable, Rare, Costly to Imitate and Organized). After analyzing the current business situation, the identified causes of the company problem are found. The root of the company's problems is caused by the external and internal factor of the company. From external factor, identified causes of the company problem are large number of new entrants, competitors, and substitute products on the market. From internal factors, identified causes of the company problem are lack of promotional activities, minimal budget for promotional activities, low reputation, and lack of innovation. Based on the identified causes, proposed appropriate marketing strategies for Zalmore Apparel are Customer Testimonial, Social Media Optimization, and Search Engine Optimization. These three strategies are effective solutions to increase online sales. It is expected that the implementation plan can help Zalmore Apparel in resolving the company issue and increasing online sales.