PROPOSED NEW BUSINESS STRATEGY FOR JOELBDG SECOND-HAND CAMERA STORE

• Main Author: Ahmad Santosa, Dede
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52946
• Institution: Institut Teknologi Bandung

JoelBDG second-hand camera store is a pilot project for JOELCAM to analyze whether JOELCAM's systems, concepts, products variant, and brand which is well known in Jakarta can be brought, transferred, and can be easily replicated and implemented in Bandung. JOELCAM itself is well known brand of second-hand camera store in Jakarta. During the last five months after opening in November 2019, sales transactions that have occurred have not been able to cover monthly operating costs. Although JoelBDG has made efforts to increase their brand awareness by held photography seminars, it is still not enough to generate profits that can cover monthly operational costs. The purpose of this descriptive research is to analyze and find the reasons why JoelBDG is not able to increase its sales. By using internal analysis consisting of STP, and Marketing Mix, while external analysis using PESTEL, Porter's Five Forces, competitor analysis, and consumer analysis using a questionnaire. Finally, using root cause analysis it is known that the problem with JoelBDG is that the monthly operational costs are quite high, the strategic location is useless because of Covid-19, the initial capital goods are quite high, the perception of consumers who think that JoelBDG is not a branch of JOELCAM Jakarta, there is a market share untapped potential, and more affordable substitutes. By using the Porter’s Generic Competitive Strategy, the proposed alternative strategy is to create new market share, this is based on looking at the strengths and opportunities that JoelBDG has, which if its being used today with the Covid-19 situation, there is an opportunity for JoelBDG to create new market share, at a cost that is more affordable, coupled with the results of a survey which states 12.1% of respondents will buy a used camera to learn photography. By combining a SWOT analysis with a consumer analysis, it can be seen to what extent JoelBDG's advantages and opportunities are to fulfill consumer desires. The TOWS Matrix is used to create strategies that can help the root causes of JoelBDG. The proposed alternative strategy is low cost strategy, due to requests from JoelBDG owners, and can be implemented whenever JoelBDG is ready, but there is one strategy that, if it is to be implemented, must be implemented in conjunction with other strategies, because this strategy involves products from Drew & Barry