BUSINESS STRATEGY DEVELOPMENT FOR SMALL BUSINESSES IN AN EFFORT TO INCREASE SALES AND KEEP SUSTAINED (CASE STUDY: MARCOPRINCE)

• Main Author: Christine, Vyonieca
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49242
• Institution: Institut Teknologi Bandung

Smartphone users in Indonesia got a significant increase every year, and in 2019 the number of smartphone users reaches 28% of the Indonesian population. Marcoprince is a SMEs company engaged in the sale of smartphone case and accessories. Marcoprince was founded in 2011 when smartphones began to enter Indonesia, and Marcoprince has become a long time player in this industry. Marcoprince has two transaction models through online and offline. Marcoprince has a shop in Tangerang and opens online stores through social media Instagram and in marketplaces, Shopee, Tokopedia and Bukalapak. Over the past 3 years, Marcoprince sales have declined. In 2019, sales declined by 20%. To analyze the factors that influence Marcoprince's performance, researchers conducted an internal environmental analysis using VRIO, STP, and 7P Marketing Mix and external environment analysis using Porter's Five Forces, PESTEL Framework, and Competitive Mapping. The analysis shows that the main problems are many competitors and the easy entry of sellers from abroad through the marketplace. This research uses descriptive analysis method with data collection techniques through interviews and distributing questionnaires to Marcoprince customers through Instagram Marcoprince to determine customer preferences. The results are then used to formulate strategies using Porter's Generic Strategy and Diamond Strategy which then produces solutions such as, (1) implementing a new Marketing Mix, (2) promoting products online, and (3) product development by adding premium and branded product types. The solutions suggested to Marcoprince are expected to minimize the existing problems in order to increase sales and be sustainable.