RANCANGAN STRATEGI PEMASARAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI (STUDI KASUS: CV SAILAN INDUSTRIES)

• Main Author: Aryanti, Nadine
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50495
• Institution: Institut Teknologi Bandung

CV Sailan Industries is a local clothing company from Bandung that targets youth market segment with two brands which are Sch and Gummo. One of the brands, Sch was having a declining sales problem. This problem was caused by its marketing strategy that was not driven by its company’s ability and needs to grow. This study was aimed to design Sch’s marketing strategy based on its organizational life cycle that reflects the company’s ability and needs to grow. The identification of Sch’s organizational life cycle and marketing strategy was executed to define its marketing strategy development. The case study research method was used to identify Sch’s organizational life cycle based on Daft’s and Scott and Bruce’s models and Sch’s marketing strategy divided into strategic marketing (STP and product and market strategy development) and tactical marketing (4P marketing mix). The research data was collected by doing interviews and based on the company’s archives and documents. The marketing strategy development was identified based on a conceptual model of determining marketing strategy based on the organizational life cycle by Sari and Andriani. The marketing strategy development was designed based on market research using an online questionnaire to define customer preferences on the program. Based on the research findings, the organization is in collaboration stage and the proposed marketing strategy development for Sch is customer retention in the form of the customer loyalty program. Based on the market research findings, the proposed design of Sch’s loyalty program consists of one tier, offers various rewards in the form of discounts, money voucher, free products, and charity, offers utilitarian rewards, offers uniform reward options, and uses social media as the main media to communicate the reward of the program.