BUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS

• Main Author: Saputra, Marcel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63024
• Institution: Institut Teknologi Bandung

Caltara is one of the biggest curtain stores in Tasikmalaya, Indonesia, selling curtain fabric materials and other curtain accessories. Although the number of curtain demands is increasing, Caltara has a stagnant revenue. Regarding the company's goals of increasing monthly revenue and acquiring new customers, this creates challenges for Caltara in growing its brand to the next level of business and marketing strategy in order to shift from the red ocean to blue ocean competition. The purpose of the research is to examine Caltara's existing business situations and develop a business and marketing strategy to enhance company performance. This research was conducted by studying business issues and existing company situations, both externally (PESTEL, Porter Five Forces, and Consumer Behavior Analysis) and internally (VRIO Framework and Business Model Characteristics). The result of external and internal analysis is combined in the SWOT Analysis. The writer used the quantitative method by distributing surveys and the qualitative approach through in-depth interviews. To develop the strategies, Blue Ocean Strategy, STP, and 4Ps Marketing Mix are used. Based on the analysis, Caltara's target consumers are middle-class curtain stores. Caltara should position itself as a modern curtain business that delivers good-quality products at affordable prices, offer many product variations that keep up with the trends, and provide excellent service. Caltara should reduce the percentage of rejected products and waiting time, eliminate premium grade materials and product inconsistency, increase the knowledge of trendy motifs, provide excellent services, loyalty program, enhance marketing & advertising, variety of product and stock offered, distribute samples, create online sales application and provide delivery services. The research is limited to the development of new marketing and business strategy and does not include detail about financial calculations and operational strategy implementation. Information about competitors' strategies is obtained from direct observation and social media. Blue ocean strategy, which includes the Six Path Analysis, the Four Actions Framework, and Strategy Canvas are utilized to identify opportunities for growth that have the potential for higher profits and faster growth for Caltara.