PROPOSED MARKETING STRATEGY TO INCREASE SALES OF “NUKA REPUBLIC”

• Main Author: Nasrullah, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53296
• Institution: Institut Teknologi Bandung

The fashion apparel industry has significantly evolved, especially with the introduction of online shopping as the result of rapid development of technology. Fashion apparel is a part of creative industry and become one of the largest industries in Indonesia. Nuka Republic (hereinafter “Nuka”) established in October 2017, and focus on plus size women fashion apparel. Nuka opened its first online store on Instagram, then followed by opening its online store on market place. However, Nuka’s Instagram is no longer active due to the lack of personnel. Nuka experienced an increase in sales during its first to second year significantly, however, since then, Nuka sales has fluctuated and not increased as planned. In gathering information, other than literature review, this study submitted questionnaire to previous buyers and other respondents to fill in the questionnaire on Costumer Behavior. The purpose of this final project is to find out the right marketing strategy for Nuka to increase its sales. In analyzing the situation, Author will conduct an internal and external analysis. In conducting Internal analysis, Author will use Segmenting, Targeting, Positioning (STP) and Marketing Mix (4P's) analysis, and where for the External analysis, Author will use Porter Five Forces and Competitor Analysis. Further to that, Author will analyze more the internal and external condition of Nuka using SWOT analysis and TOWS Matrix, and for its questionnaire, Author will use Analytical Hierarchy Process Analysis. For this study, Author used Quantitative and Qualitative Research method. TOWS Matrix shows the lack of brand awareness, the lack of personnel, the lack of product variance, poor photo product and also the poor of marketing strategy. Results of AHP Analysis on total samples of 120 respondents show that Website Design and Convenience are the most influential variables that influence people to shop online, where Financial Risks, Product Risks, Delivery Risk and Trust & Security factors become the least influential variables for respondents to shop online. The results of TOWS Matrix and AHP Analysis must be used by Nuka increase its sales, however, due to the current internal and external of Nuka, Nuka should take the most feasible marketing strategy, whereas the remaining recommendations shall be used post pandemic, depending the internal and external situation of Nuka. The results of the analysis show that Nuka main problem are the lack of brand awareness and human resources that have caused Nuka lack of variety of products, which influenced Nuka social media content and marketing. Therefore, Author formulated several marketing strategies that can be used to increase Nuka sales that feasible to Nuka’s conditions, due to the pandemic that currently occurred in Indonesia that influenced customers’ purchasing power and Indonesian economic condition as a whole. The strategy is Creating and Developing Website which includes its online store on market place, increasing Social Media Content, including its brand awareness, and last should be increasing its Casual & Sleepwear Series & Postponing the Production of its Premium Series due to Covid-19 Pandemic.