MARKETING STRATEGIES TO INCREASE SALES OF H&L FASHION STORE
H&L Fashion Store is a fashion retailer in Bogor that sells fashion products with various product models and brands. Products are available for toddlers to adults, both boys, and girls. To attract consumers, offline marketing strategies are carried out through product offerings with promotion...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/63457 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | H&L Fashion Store is a fashion retailer in Bogor that sells fashion products with various
product models and brands. Products are available for toddlers to adults, both boys, and
girls. To attract consumers, offline marketing strategies are carried out through product
offerings with promotions in product packages and discounts. Then, online is done through
digital content spread across e-commerce (Shopee and Tokopedia) and social media
(Instagram and Whatsapp). However, H&L Fashion Store faces fluctuating sales revenue.
This study aims to analyze the internal and external conditions of the H&L Fashion Store,
identify the problems that occur, and then propose a new marketing strategy for the H&L
Fashion Store. This study uses a qualitative method. The research strategy was carried out
using survey methods and interviews with directors, customers, and competitors of the
H&L Fashion Store in the Jonggol area. In this study, the number of customers who became
respondents was 50 respondents (45 women and five men). Data and information analysis
were carried out through internal condition analysis (VRIN analysis, STP analysis
(Segmenting, Targeting, Positioning), Marketing Mix analysis (7P)), and external
condition analysis (PESTEL analysis, Porters' Five Forces analysis, Competitor analysis,
Customer analysis).
In research, based on internal analysis, H&L Fashion Store has several competitive
advantages, one of which is H&L Fashion Store provides quite diverse types and models
of fashion products at affordable prices. In addition, based on external analysis, H&L
Fashion Store has experienced difficulties implementing industry 4.0. The fashion retail
business relies on a digitalization system to introduce and develop brands. Based on the
root cause of the problem, H&L Fashion Store has a team that is not very knowledgeable
in designing and implementing marketing strategies. Lack of understanding has an impact
on marketing activities that are not optimal. In this research, marketing strategy formulation
is formed through SWOT analysis, root cause analysis, and TOWS Matrix.
The marketing strategy that can be carried out simultaneously offline and online by the
H&L Fashion Store is product development through providing quality products in terms of
completeness of sizes, models, colors, and so on, then implementing various types of
promotions including setting discounts, free shipping, buy 1 get 1, cashback, and so on.
H&L Fashion Store, in marketing its products, also needs reliable employee investment.
That way, the establishment and development of websites, e-commerce, and social media
can provide flexible space in business processes. |
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