PERANCANGAN STRATEGI PEMASARAN RUMAH BATIK KOMAR BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI

• Main Author: Tjuaca, Christopher
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50399
• Institution: Institut Teknologi Bandung

Rumah Batik Komar is one of medium scale MSMEs that engages in the batik industry. Stagnant sales over the last few years have shown that the sales of Rumah Batik Komar are currently not being matched by the increasing number of batik consumers. The main reason is the increasing number of batik craftsmen in Indonesia so that a consumer-retention strategy is needed to maintain the number of Rumah Batik Komar customers. However, Rumah Batik Komar has not taken any further steps in formulating the strategy to deal with this problem. This shows that the marketing strategy of Rumah Batik Komar is still not able to adapt with the increasing number of batik craftsmen. Therefore, this study is conducted to design a marketing strategy based on the current stage of organizational growth. This study is based on a study case data and carries out several research designs that include the identification of current stage organizational growth, current marketing strategies mapping, marketing strategy direction, and marketing strategy design. Identification of organizational growth and marketing strategies mapping are carried out to determine direction of marketing strategy that is further used to propose a design in marketing strategy. The results show Rumah Batik Komar was in elaboration stage. But marketing strategy of Rumah Batk Komar was in growth stage, according to conceptual model. So, the direction of marketing strategy is focused on customer retention. Customer retention will help Rumah Batik Komar marketing strategy to achieve elaboration phase. One way of consumer retention is to use a loyalty program.