MARKETING PROGRAM TO INCREASE LOCAL PRODUCT COMPETITIVENESS: CASE STUDY AT PT. GLOBAL FASHION INDONESIA (EAGLE SHOES INDONESIA)

• Main Author: Aprilian Aswinata, Denny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46282
• Institution: Institut Teknologi Bandung

Indonesia is a country with a very high population and is the third country with the most population in the world. Imagine if an item dominates the country in Indonesia. At present Eagle shoes are one of the longest-running local shoe pioneers in Indonesia. It's been 25 years in Indonesia, but by sales Eagle is still inferior to the local shoe beginner competitors in Indonesia. PT. Global Fashion Indonesia, or better known as Eagle Shoes, has been starting again for three years to dominate the Indonesian market. Eagle Shoes, began to dim sales when counterfeit shoes were more profitable in terms of price, quality, to trademarks. This discussion examines the new system and concept for PT. Global Fashion Indonesia is focused on gaining and controlling market share in Indonesia and will help and encourage companies to reduce the number of losses, increase the number of sales, with maximum profit. The results of this writer found that the problem that often occurs is the process of how sales are done by marketers, where in the division there is no understanding of the products sold, an understanding of the shoe market in Indonesia and an understanding of the company itself. In sales, strategies and several factors are needed to increase sales.