PROPOSED MARKETING STRATEGY TO INCREASE SALES AT YESTODAY

• Main Author: Suciyanti, Adistya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53556
• Institution: Institut Teknologi Bandung

YESTODAY is one of a newcomer local brand that was formed in August 2018 and started sales in February 2020. YESTODAY is a local fashion brand which focuses on Ready To Wear (RTW) fashion. YESTODAY product was created by Fashion Designer Mardiah Nailul Autar who graduated from ESMOD. YESTODAY has experienced decreased sales from August to November. The objective of this research is to identify the external and internal situation, the root cause, and propose the marketing strategy and implementation plan for YESTODAY. This research uses both quantitative and qualitative methods. The research framework used for the internal analysis are Resource Based view, VRIO analysis, Segmenting, Targeting, Positioning (STP), and Marketing Mix analysis. While, for the external analysis used PESTEL, Five Forces, Competitor Analysis and Consumer Analysis The results of this study is to propose a marketing strategy for YESTODAY in increasing the sales and expanding brand awareness and including a planned implementation structure.