PROPOSED DIGITAL MARKETING STRATEGY FOR MUSLIM WOMEN’S SPORTWEAR COMPANY (CASE STUDY : XYZ ACTIVE WEAR)

• Main Author: Wahyuningtyas, Nadhila
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67252
• Institution: Institut Teknologi Bandung

A Muslim women's sportswear company named XYZ Active Wear debuted in the end of 2020. XYZ Active Wear concentrates on selling online. XYZ Active Wear's sales were decreasing along with its lack of understanding about customer communication and digital marketing strategies. This is due to the fact that PT.ABC, management of XYZ Active Wear, has only ever worked with a business-to-business system and does not understand how to operate a business-to-customer system. Additionally, PT.ABC is uncertain of XYZ Active Wear's ideal digital marketing approach. XYZ Active Wear cannot compete in the market due to the low customer awareness of the company. This study was done to assist XYZ Active Wear in improving customer communication by figuring out the digital customer journey of XYZ Active Wear's target market and choosing the proper digital marketing strategies. Interviews with founders, customers, and potential customers are conducted as part of the research strategy using qualitative approaches. Internal analysis, including STP analysis and Marketing Mix 7p, as well as external analysis, including PESTEL analysis, competitor analysis, and customer journey analysis, are used in this research. Following internal and external analysis, a SWOT analysis was undertaken, followed by the creation of a TOWS matrix, which led to the development of suitable digital marketing strategies for XYZ Active Wear in order to compete in the market and boost sales.