PROPOSED MARKETING STRATEGY FOR IMPROVING SALES IN HANDICRAFT BUSINESS SECTOR (CASE STUDY: TOKO LEMPUNG

• Main Author: Dyah Adani, Annisaa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/48810
• Institution: Institut Teknologi Bandung

Badan Ekonomi Kreatif (BEKRAF) presented the result of Indonesia Gross Domestic Product (GDP) in 2019 where the Indonesia Economy Creative had succeeded in contributing 11% or equivalent to 1,200 trillion rupiahs to the total national GDP. The data increased significantly each year since 210, which is able to drive Indonesia economic growth constantly. One of the subsectors that are included in Economy Creative is the craft subsector, which dominated as the third largest contributor to the Economy Creative GDP after Culinary and Fashion subsectors. In addition, the high market demand for the output products of creative business sector lately is accompanied by the rising trend of “proudly using local” so that the demand for local products and those with handicraft type characteristic also increase in the market. Toko Lempung as one of the brands that engaged in craft subsector in Jakarta, had seen this condition as a promising opportunity. However, the problem with the decline in revenue of Toko Lempung in 2019 had become an obstacle for the business that had been carried out. This was caused by the lack of product innovation and promotional activities from Toko Lempung. This research aims to find effective marketing strategies to increase Toko Lempung sales by using qualitative method. Literature study, internal and external analysis are then applied to analyse the current condition and position of the company itself. For internal analysis, Toko Lempung applies Marketing Mix 4Ps and STP Analysis, while for external analysis use Porter’s Five Forces and Competitor Analysis. Alternative marketing strategies are then deepened by collecting data in observation or benchmarking of competitors and in-depth interview with several customers. The collected data is then processed and tested using several marketing strategies in a certain period of time to see the market responses and data sales movement, which will then be implemented in the business itself as a solution for long term period.