PROPOSED MARKETING STRATEGY TO INCREASE SALES AT GOIIA. STORE

• Main Author: Putra Riszkhy, Pangeran
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53370
• Institution: Institut Teknologi Bandung

Goiia Store is a business unit engaged in the retail store for men's and women's fashion, located in the Kemang area, South Jakarta. The problem currently facing Goiia Store is that there has been a decline in sales in this one year. The products offered by the Goiia Store are quite diverse, but in terms of marketing in the social media sphere, Goiia Store is still inferior to its competitors. So, it can be assumed that the cause of the decline in sales is the absence of a clear marketing strategy plan. This research aims first to analyze the internal and external business conditions of the Goiia Store. Second, to find out the root cause of Goiia Store problems. Third, propose a marketing program to increase sales, and fourth, organize an implementation program. The method in this study uses qualitative methods. The data collection technique used interview techniques, and the informants of this study were the owners, employees, and customers of Goiia Store. The results show that the root cause of the problem at Goiia Store is the lack of a marketing strategy that is in line with the target market, which causes a decline in sales from the Goiia Store for a year. Even though the target market of the Goiia Store is 17-25 years old (generation Z and millennial) who like to use the internet and social media, this research used external analysis as PESTEL, Porter's Five Forces, Competitive Analysis, and Consumer Analysis. Moreover, for internal analysis, using the Resource-Based View, VRIO, Segmenting, Targeting, Positioning, Marketing Mix, and Business Model Canvas framework. Strategy formulation is formulated through SWOT analysis and Root Cause Analysis for later design development of program implementation through TOWS Matrix analysis.