PROPOSED MARKETING STRATEGY FOR SERVICE START UP COMPANY (CASE STUDY: BABY AND MOTHER CARE RENTAL SERVICE HAMIZAN.CO)
In 2019, children aged 0-14 years hold 24.8% of the total population in Indonesia, making the industry that puts mother, kids and baby as their main target customers very potential. But the fact that mostly mother or baby care items are expensive makes it difficult for people to be convinced in purc...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/46667 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In 2019, children aged 0-14 years hold 24.8% of the total population in Indonesia, making the industry that puts mother, kids and baby as their main target customers very potential. But the fact that mostly mother or baby care items are expensive makes it difficult for people to be convinced in purchasing them. Hamizan.co is a mother, kids and baby equipment rental service company established in 2019 in Subang regency that wants to solve the problem by providing rental access to mother, kids and baby care items. Hamizan.co aims to be the most complete baby and kids care equipment rental company with affordable price, great service and prioritize the product quality. Hamizan.co is focuses on online marketing. The company utilizes Google Ads Instagram and WhatsApp Business as promotional media. Hamizan.co is having some issues such as insufficient promotion and marketing that affects the growth of the business, holding back the sales level that is expected to grow fast. This research aims to identify internal and external business condition of Hamizan.co, develop the best marketing strategy in order to increase sales and propose the action plan of the developed marketing strategy.
This research uses qualitative method, utilizing interview as the tool to collect the accurate data from the field. This research conduct literature study as a method to collect the needed data, with some of the sources are books, journal and previous research that provides theories that researchers can understand to help solving the problems. Upon conducting the analysis, this research utilizes analytical management tools such as STP analysis, Marketing Mix, PESTEL analysis, PORTER’S 5 FORCES analysis and TOWS Matrix to find the root problems. The strategy is created based on TOWS matrix result.
The result shows that Hamizan.co is lack of promotion and can solve the problem by implementing the marketing strategy from three different focuses, which are product, social media marketing, and technology. By implementing the three different marketing strategy focuses, Hamizan.co is expected to gain 5,000 new followers on Instagram, 500 new customers and 200 new swing customers from the competitors. This means Hamizan.co will have increased sales along with the implementation of the marketing strategy in 2020. As a future research, Hamizan.co is suggested to create offline marketing strategy to maximize the penetration into various communities in Subang. By having a good online marketing ready, offline marketing will be much easier because today, both offline and online marketing are connected.
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