MARKET STUDY FOR IMPROVING MARKET STRATEGY (CASE STUDY: RA PLANNER BOOKSTORE)

• Main Author: Alma Utami, Aulia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/59579
• Institution: Institut Teknologi Bandung

RA Planner Bookstore is a company that introduces new nuances to the process of maintaining a daily journal, with features such as an appealing design, ease of use, and, of course, a unique design each year. In the journal/planner product, RA Planner always tries to bring innovation with a new design, new specification, or new future. Since 2020, deteriorating sales performance has become one of the most pressing challenges that must be addressed in order to ensure the long-term viability of the company's operations. While the rising trend in online shopping and e-commerce begins to dominate the Indonesian market, the Mitra network of companies is experiencing declining sales performance for other products. Inability to comprehend the main consumer category and a lack of marketing execution have emerged as the primary causes of recent sales declines. The goal of this research is to figure out what's causing the sales decline. This study employs both qualitative and quantitative methodologies, with the former relying on internal analysis and the latter on the distribution of questionnaires to respondents. To validate customer value mapping, quantitative methods were utilized to deliver a questionnaire to 301 respondents. Internal issues that occur within the company are observed using qualitative methods. The merger of statistical analysis utilizing ANOVA and qualitative internal data analysis resulted in the final analysis. As a result, the RA Planner Bookstore customer category is divided into three groups. This study's findings aid RA Planner in better understanding their main target niche, developing new products, and implementing marketing tactics. The goal of the implementation strategy is to maximize the process of upgrading the product, creative content, and marketing promotion. This activity will assist RA Planner's product and marketing division in dealing with Indonesia's rapidly evolving digital economy