PROPOSED MARKETING STRATEGY TO BOOST DIGITAL ADVERTISING ACTIVITY FOR TAKA

• Main Author: Rahman, Harris
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48092
• Institution: Institut Teknologi Bandung

Taka is a clothing line engage in fashion business which located in South Jakarta. Taka has a problem regarding stagnancy on monthly sales during period of June 2019-December 2019. The purpose of this research is to elaborate the root cause of the problem. Second, to analyze internal and external business condition. Third, to propose marketing strategy to increase sales and escape from stagnancy. Fourth, to set the implementation program. Quantitative approach and descriptive survey are the method of the research. Internal and external business analysis is done to find the solution of the problem and to propose marketing strategy and its implementation program. The internal business data was taken directly from the owner of the business using STP method (Segmenting, Targeting, Positioning), Marketing mix, and Business model canvas. And the external business data was taken from Competitor analysis, Porter’s five forces, and Consumer analysis by spreading questioner to followers of Taka’s Instagram account. The result of the analysis are processed into SWOT and root cause analysis then designing the development of the implementation program through TOWS matrix.