PROPOSED NEW BUSINESS STRATEGY TO INCREASE SALES OF VROUWEN

• Main Author: An Nashr, Nisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61039
• Institution: Institut Teknologi Bandung

The fashion business industry is increasing every year, supported by social media and e-commerce which make the fashion industry grow. Even in the pandemic situation, the revenue is still growing, including in Indonesia. Vrouwen is one of the women's fashion businesses in Indonesia that focuses on resort wear. Currently Vrouwen is decreasing in sales about 53% from the previous year, and one of the reasons is because more competitors are coming out. The purpose of this research is to find the right business strategy to increase Vrouwen's sales. The author used qualitative and quantitative methods. For internal analysis, the author used STP analysis, business model canvas and marketing mix. For external analysis, the author used Porter's five forces, competitor analysis and benchmark analysis. After conducting internal and external analysis, the author conducts an analysis for the business solution using several methods. The methods are beachhead market analysis which is divided into four categories , value proposition, proposed business model canvas and AIDA model. Based on the results of the research, the solutions that Vrouwen can take to increase sales are to expand the target market, maintain the quality of Vrouwen's products, add sales channels, recruit some staff and increase marketing activities.