PROPOSED BUSINESS STRATEGY TO INCREASE SALES OF LE BRANCHÉ

• Main Author: Nadia Hakima, Camila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49281
• Institution: Institut Teknologi Bandung

Le Branche is a new women clothing brand that focused on delivering casual temporary clothes with best quality of fabric and reasonable price ranging from blazer to tunic since late 2019. The business initially only relied on offline channel. During the first four months of selling, Le Branché encountered a decline in sales by the fourth month in December 2019 and has been postponing the sales due to producing new product. Le Branché needs to solve this problem in order to be able to grow the business, maintain its competitive advantage and survive in the market. Therefore, this study was aimed at finding the right business strategy by analyzing the business situation within internal and external factors. The primary data that is utilized within this study was done using both quantitative and qualitative methods and the Cochran formula was carried out to determine number of sample size. The quantitative method was done by spreading questionnaire to obtain the customer’s preferences while the qualitative method the data was obtained through interview with the co-founder and previous customers. The secondary data was collected from journal articles, books, news article, and industry reports. The result from analysis of business situation, decreasing number of sales was caused by several things: (1) relying solely on offline channel, (2) the absent of promotional activity, (3) small number of product offerings, (4) high market competition. Based on the analysis there are several solutions offered for Le Branché (1) using online channel (2) utilizing digital media advertisement (3) producing more product category (4) actively using promotional activity to engage with the customers.