PROPOSED MARKETING STRATEGY FOR “BANDUNG CLOTH PROJECT”

• Main Author: Dicky Amanda, Rizki
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57422
• Institution: Institut Teknologi Bandung

The Bandung Cloth Project (BCP) is one of the micro, small and medium enterprises (MSMEs) affected by the COVID-19 pandemic. The decrease in BCP's perceived income is almost 50%. However, in reality there are confections that do not really feel the impact of the pandemic. This proves that the pandemic is not the only reason for the decline in revenue that has occurred to BCP. Therefore, BCP must find the real root of the problem in order to make a strategy to increase its income again. Then the author began to collect data from internal and external BCP. Internal data is taken from the database owned by BCP itself, external data comes from interviews with customers and competitors. The collected data is then analyzed. Analysis includes internal analysis and external analysis. Internal analysis uses the 4P marketing mix to explain the current situation at BCP. In Internal analysis also used STP to identify more about internal. External analysis conducted by interviewing customers and competitors. From the results of the analysis, all of them found the root of the problem that occurred in BCP. Based on the root of the problem, look for solutions to solve the problem using SWOT analysis so that a new marketing strategy is obtained. BCP must develop their service products, change their target market and carry out promotional activities consistently both online and offline. In the offline promotion, BCP must look for people in other cities who are willing to cooperate as agents of BCP. To be consistent in promoting online, BCP requires a content creator and then makes a definite schedule in the promotional activities carried out. The target of the BCP Promotion refers to the results of the new proposed STP that has been designed. To implement the new marketing strategy, then a schedule of activities for the next 1 year is made.