PROPOSED MARKETING STRATEGY TO INCREASE SALES OF HERA JEWELS
It has been almost two years since the world is facing a global pandemic of the coronavirus or better known as the Covid-19 outbreak. The Covid-19 virus spreads primarily through droplets of saliva or discharge from the nose when an infected person coughs or sneezes. Most people infected with the...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/63955 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | It has been almost two years since the world is facing a global pandemic of the coronavirus or
better known as the Covid-19 outbreak. The Covid-19 virus spreads primarily through droplets
of saliva or discharge from the nose when an infected person coughs or sneezes. Most people
infected with the Covid-19 virus will experience mild to moderate respiratory illness. Covid-19
can cause death for people with cardiovascular disease, diabetes, chronic respiratory disease, and
cancer. In fact, more than 5 million people in the world have died from Covid-19. Therefore, the
government urges the public to wear masks and adhere to health protocols.
Founded in midst of 2021, Hera Jewels is an accessories brand currently operating in Bandung,
Indonesia. Hera Jewels saw an opportunity to enter the market by finding out what society needed
during the pandemic. At the beginning of the pandemic, Hera Jewels only provided high-quality
connectors and strap masks. Over time, Hera Jewels has expanded by adding its collection in the
form of eyeglass straps and chokers. Currently, Hera Jewels has sold hundreds of accessories.
However, this never-ending pandemic poses new problems for Hera Jewels. Hera Jewels has seen
a decline in sales in recent months. Therefore, Hera Jewels needs to have a marketing strategy
that can increase sales.
To formulate a marketing strategy, the researcher conducted an internal and external analysis first.
Internal analysis consists of Resource-Based View Analysis and Value Chain Analysis. While the
external analysis consists of General Environment Analysis, Industry Environment Analysis,
Competitor Analysis, and Customer Analysis. The results of the internal and external analysis
will produce an environmental scan in the form of strengths, weaknesses, threats, and
opportunities that will be used in the SWOT framework. Finally, this research will formulate a
marketing strategy by utilizing the Business Level Strategy to identify the best strategy to be
implemented in the future and the TOWS Matrix to generate alternative strategies through SWOT
considerations. Furthermore, the selected strategy will be compiled into an implementation plan |
|---|