PROPOSED MARKETING STRATEGY FOR ZNUR HOME

• Main Author: Evasari Nathalia G, Rachel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54008
• Institution: Institut Teknologi Bandung

The furniture business in Jakarta is a profitable business. The furniture business is one of the most growing businesses in 2019. The increase in development is one of the reasons the furniture business has become one of the thriving businesses. ZNUR Home is a company that sells furniture and other household items. The furniture sold by ZNUR Home is divided into 5 categories, namely, living room, dining room, bedroom, kitchen and bathroom. Mebel Home sells sofas, dining tables, chairs, cutlery, decorations and displays. ZNUR Home has a market for women aged 35 years to 50 years, but the goods sold by ZNUR Home are not in accordance with market expectations and desires. Therefore, ZNUR Home must find a way so that the products being sold and the intended market have a match. For this reason, ZNUR Home feels there is a problem with their strategy. ZNUR home also does not maximize their promotion so that it can be known by the wider community. The author collected information to conduct this research. Information collection using a survey questionnaire for the ZNUR Home market. What kind of goods or products they want or are looking for, what kind of material they want, and the estimated price they will spend to buy furniture. In order to be more in depth, the authors also conducted internal and external analysis of the company. The author's internal analysis of the company uses 5C to explain the threats and opportunities for ZNUR Home. To identify more about the internal environment, STP and Marketing Mix are used which describe the current situation of ZNUR Home. All of these tools are generating a SWOT Analysis. ZNUR Home must add several products with prices that will be adjusted according to their market. Next is to open new branches in several cities on the island of Java. ZNUR Home will have new marketing strategies scheduled according to the implementation plan. The implementation plan will be implemented over the next three years which is the medium term.