PERANCANGAN STRATEGI PEMASARAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI PT BRODO GANESHA INDONESIA

• Main Author: Diah Permata, Chintia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52182
• Institution: Institut Teknologi Bandung

PT Brodo Ganesha Indonesia is an MSME that owns the Brodo fashion brand. Currently, Brodo does not have a proactive marketing strategy that has an impact on Brodo's sales, which in the last two years has been stagnant. In addition, the intense competition and environmental changes in the fashion industry in Indonesia also show the the urge for Brodo to have a proactive marketing strategy, by considering the organizational life cycle. This study aims to design Brodo's marketing strategy based on the organizational life cycle. This study uses a qualitative case study method in identifying Brodo's stage of organizational life cycle and marketing strategy. The identified marketing strategies of Brodo are evaluated using a conceptual model of marketing strategy decision based on the organizational life cycle. In this study, PT Brodo Ganesha Indonesia was identified as being in stage 4 (elaboration) of organizational growth. Based on the evaluation results of Brodo's marketing strategy, this research designed Brodo customer retention strategy using clustering with the LRFM (Length, Recency, Frequency, Monetary) model. In this study, three Brodo customer clusters were identified, namely the "Uncertain lost customers", "Uncertain new customers", and "High value loyal customers". In retaining these three customer groups, different approaches are needed based on the behavior of each customer group.