NEW BUSINESS STRATEGY TO SCALE UP THE SALES OF DOYLE LEATHER GOODS

• Main Author: Sasongko Manalu, Natigor
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55651
• Institution: Institut Teknologi Bandung

Doyle Leather Goods is a fashion brand from Indonesia that sells products made from leather. Doyle Leather Goods products include accessories such as bags, wallets, jackets, belts, laptop cases, and various other accessories. Doyle Leather Goods designs and manufactures its own products. The management of Doyle Leather Goods is aiming on working age men in big cities of Indonesia as their main target market. After the Covid-19 outbreak, the government has made policies to limit the activities for all people. The Indonesian economy is under recession, and many people has change their ways of life, one of these changes is using digital transactions more. Doyle Leather Goods has made efforts to convert its business to digital, but the company's management is having problems in increasing their sales through digital platforms. This research describes the problems faced by Doyle Leather Goods in selling online, as well as providing strategies to increase and create sustainability in the online sales of Doyle Leather Goods. In the research framework, the analysis used to solve company problems are internally and externally. The internal analysis includes Resource Based View, Marketing Mix, Business Model Canvas, and STP. While, external analysis includes PESTEL, Porter's Five Forces, Competitive Analysis, and Customer Analysis. The research was conducted using both qualitative and quantitative method on Doyle Leather Goods management and Doyle Leather Goods customers. This research produces a business strategy to increase sales of Doyle Leather Goods.