PROPOSED MARKETING STRATEGY TO INCREASE THE SALES OF CV. KUSUMA MITRA NIAGA FOR KERAMIK ARTISTIKA

• Main Author: Andreas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53366
• Institution: Institut Teknologi Bandung

The sector of ceramic tiles in Indonesia shows good performance, with the growth of consumption for ceramic tiles reach 10% annually and leads to an increase in the construction sector, which reaches 5% annually. CV. Kusuma Mitra Niaga as the sole agent of Keramik Artistika from 1998, is conducting the selling process. In the last five years, CV. Kusuma Mitra Niaga struggles with the lower sales for Keramik Artistika in terms of the number of ceramics sold and sales target even with supporting economic condition. This research focus to determine the causes of declining sales number of Keramik Artistika by. CV. Kusuma Mitra Niaga and give strategy to overcome the issues. This research will study the the internal and external conditions of the company and the result will be analyze further using SWOT & TOWS analysis. According to SWOT analysis, the root cause of the reduction of sales for Keramik Artistika is the low brand awareness & less offered dimension of ceramic tiles. The researcher suggests to make a change in promotion by using multichannel and start to produce a new dimension that fulfil customer requirement. Further, the services product should be offered to leverage the experience.