DEVELOPING ONLINE CHANNEL AND SOCIAL MEDIA STRATEGY FOR WODEEPA WOVEN BAG
The creative economy is rooted in new or unique ways of thinking to generate ideas and creativity in creating a product that offers solutions to existing problems. As the second-largest contributor to GDP from the creative economy, the fashion sector has a swift development. Wodeepa is a Micro, S...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57281 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The creative economy is rooted in new or unique ways of thinking to generate ideas and creativity
in creating a product that offers solutions to existing problems. As the second-largest contributor
to GDP from the creative economy, the fashion sector has a swift development. Wodeepa is a
Micro, Small, and Medium Enterprise (MSME) engaged in the fashion sector's creative industry
that wants to increase creativity and innovation by participating in developing Indonesian
traditional woven fabric. Wodeepa has temporarily closed for some time so that some people are
starting to doubt whether it is still running or not. Besides, the number of followers on Instagram
and sales also decline. Once the business is start again, Wodeepa need to attract more customers.
Wodeepa needs to adapt to technological advances and increase sales which tend to stagnant.
The objectives of this research are to develop online channel and social media strategy for the
next period and develop the action plan that is needed to be implemented. This research requires
some analysis to obtain the necessary data. Some of the analyzes used are customer analysis,
competitor analysis, entry strategy analysis, and root cause analysis. In designing a strategy for
Wodeepa, the TOWS Matrix was used. After finding a strategic plan for the next period, the
Objectives and Key Results were used as a performance measurement.
This research focuses on the developing online channel and social media strategy in the next
period. This strategy aims to increase the number of followers, engagements, and sales. Thus, the
strategy is divided into several action plans. First, increasing the number of followers can be done
with paid promotions. Second, increasing the number of engagements can be done by reactivating
social media. In addition, increasing followers and interaction with followers also increases
engagement. Third, opening a shop on the marketplace can help increase the number of sales.
After that, performance measurements are taken based on this strategy to help focus on the priority
work needed to achieve that goal. |
|---|