PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR ELECTRONIC HOME APPLIANCES PRODUCT: STUDY OF SHARP ELECTRONICS INDONESIA

• Main Author: Mahesa Putra, Adam
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57616
• Institution: Institut Teknologi Bandung

Indonesia is a country with a high population of total 267,538,016, it brings great influence to the economic growth with household consumption that is expended. Since the Covid-19 pandemic occurred, the level of household consumption has decreased and resulting to a negative growth in economic growth in Indonesia, with minus 5.51 in Q2 and minus 3.49 in Q3. This condition also affects the manufacturing industry, especially electronic home appliances products such as refrigerators, air conditioners, washing machines and televisions with market decrement by November 2020 is -2.1% for refrigerators, -4.3% for air conditioners, -3.8 for televisions and while for washing machines are still experiencing positive growth in the market by 7.6%. This condition makes competition between brands even higher, especially to optimize the internet use for the marketing activities as because the internet penetration rate in Indonesia which has reached 72.81% in 2020 and Covid-19 which causes shifting in customer behavior towards online purchases and customer positive sentiment in purchasing household electronics online. To keep the sales performance, SHARP Electronics Indonesia (SEID) must find solutions to these problems and conditions. There are several analyzes that have been carried out to determine the condition of electronic home appliances industry and SEID, namely using internal factor analysis such as STP, the new wave of marketing mix, and the condition of current marketing communication strategies, as well as external analysis using consumer analysis, PESTEL, Porter's 5 forces and competitor analysis to determine market and SEID conditions using qualitative and quantitative methodologies with data obtained through interviews, questionnaires and other sources such as company data and literature. The results of the analysis and the data are used to create SWOT and TOWS matrix to obtain strategic options that can be used to develop strategies that have been implemented by SEID. The author proposes to develop a marketing strategy using integrated marketing communications using the new customer path, applying marketing tactics, omnichannel marketing and the implementation plan to survive and improve sales performance.