PROPOSED MARKETING STRATEGY FOR ZANTOB FABRICS AND WALLCOVERINGS

• Main Author: Natasha Setjo, Eva
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53684
• Institution: Institut Teknologi Bandung

Competition in the interior business is increasing. This is due to the high need for proper housing in Indonesia. In fierce business competition, differentiation is needed to attract consumer interest. Product quality is often the key to the strengths and weaknesses of a product. However, nowadays, service is often the key to the excellence of a business, especially in the interior sector. This study aims to formulate a proposed Zantob marketing strategy to achieve sales targets. This study uses qualitative methods categorized in collecting existing data. This method will be presented based on the author's perspective, using the point of view of the respondents' answers related to Zantob. Using PESTEL and Five Forces Porter in the external analysis as well as Value Chains and Vrio and confirmed by SWOT will be able to produce the objectives of the research. The results of the study found problems in the lack of understanding of the marketing team and the lack of aggressiveness of digital marketing resulted in the formulation of marketing strategy proposals in the form of making product master plans and planning concepts, improving services, optimizing digital marketing to increasing employee capabilities to support the company. In the end, changes will occur due to collective struggle, because of that Towards perfection with you will be the right choice for Zantob.