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

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...

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Main Author: Saputra, Marcel
Format: Theses
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/63024
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:63024
spelling id-itb.:630242022-01-24T13:33:12ZBUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS Saputra, Marcel Indonesia Theses Blue Ocean Strategy, Business Strategy, Curtain Stores, Marketing Strategy, Strategy Canvas INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/63024 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. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description 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.
format Theses
author Saputra, Marcel
spellingShingle Saputra, Marcel
BUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS
author_facet Saputra, Marcel
author_sort Saputra, Marcel
title BUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS
title_short BUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS
title_full BUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS
title_fullStr BUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS
title_full_unstemmed BUSINESS AND MARKETING STRATEGY FORMULATION FOR CALTARA TO IMPROVE COMPANY PERFORMANCE IN THE CURTAIN BUSINESS
title_sort business and marketing strategy formulation for caltara to improve company performance in the curtain business
url https://digilib.itb.ac.id/gdl/view/63024
_version_ 1822932072361099264