THE IMPLEMENTATION OF NEW WAVE MARKETING STRATEGY TO INCREASE SALES OF BUANA BATIK

• Main Author: Karina, Grita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46502
• Institution: Institut Teknologi Bandung

Fashion industry is considered to be a very fast-moving and competitive industry, with hundreds of thousands of businesses exists in the market already, it causes a tight competition for the industry. In the batik segmentation itself, it already has a high number of competitors. Buana Batik is a batik-based clothing line who started from an interest of the owner who sees the market opportunity in developing batik within the fashion industry as Batik has values in holding a uniqueness of local culture quality since 2008. Nowadays Buana Batik struggles with issues which are pretty similar towards each other’s, its fluctuating sales which tend to decrease and lack in marketing activities. In order to find some root causes from the issue, Buana Batik conducted a series of analyzes by collecting qualitative data through in-depth interviews of current customers and potential customers. This data is needed to do the analysis external and internal like STP, Marketing Mix strategy, value chain analysis, and customer analysis. Business analysis is done by compare the three competitors with profiling. The root cause of the issue are: Buana Batik needs to develop new design products from current products, limited distribution channels and lack of promotional activities. The proposed business solutions to handle decrease low sales are using new wave marketing approach such as: developing communitization, confirmation, co-creation by produce more various size in limited stock or developing current product and put some new design, communal activation, conversation, care, and collaboration with some brand or designer.