PROPOSED BUSINESS STRATEGY FOR IMPROVING SALES OF TOKO MAS SURANTA

• Main Author: Agita Bukit, Moudina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55739
• Institution: Institut Teknologi Bandung

Toko Mas Suranta is a gold shop that provides various types of jewelry with different levels of gold, gold bars, and diamonds. Toko Mas Suranta is located in Pasar Pringgan, Medan, North Sumatra which was founded in 1992 by Mr. Edy Suranta Bukit. So far, this business has only relied on offline sales. This store also lacks a marketing strategy, so far it only relies on word-of-mouth promotion. Therefore, the main objective of this research is to propose a good business strategy for Toko Mas Suranta to increase sales by analyzing business conditions externally and internally. The author uses qualitative methods in this study. Primary data used in this study is through questionnaires and interviews with owners, customers and employees. Secondary data were collected from articles, journals, books, and the internet. For internal analysis, the authors use STP, and Marketing Mix. As for external analysis, the author will use Porter's Five Forces, Competitive Analysis, and Customer Analysis. Then formulated in the diamond model strategy to determine the business strategy that can be used by this company.