PROPOSED MARKETING STRATEGY TO INCREASE ONLINE SALES: A CASE STUDY OF GRIYA COKELAT NGLANGGERAN’S PRODUCTS

• Main Author: Dwi Ratnasari, Dina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67445
• Institution: Institut Teknologi Bandung

Griya Cokelat Nglanggeran was born on December 2 of 2016, as a brand for the local culinary of Nglanggeran Village. Along with pandemic situation in Indonesia, Griya Cokelat Nglanggeran have big problem in conducting online sales. Many people do not know about the Griya Cokelat Nglanggeran brand due to its narrow target market that is relied heavily on visiting tourist. The lack of marketing activities, limited human resources, and funds become obstacles that causes Griya Cokelat Nglanggeran to find it difficult to expand its target market and generate low sales in online marketplace. The purpose of this research is to find the fit marketing strategies to increase online sales of Griya Cokelat Nglanggeran products. Internal and external analyses are conducted to find out business condition of Griya Cokelat Nglanggeran. For internal analysis, identifying marketing mix 7P, STP, PEST, and VRIO analysis will be used. Then, PEST, Porter’s Five Forces, competitor analysis, and customers analyses also be used to seek Griya Cokelat Nglanggeran condition from external aspects. The result showed that online promotional activities that are not optimal cause Griya Cokelat Nglanggeran to be constrained in competing in the online market and lose to the presence of its competitors and generate low sales of its products. The recommended strategies are divided into four groups with the primary objective to increase online marketing activities which can generate the amount of online sales. First strategy is about improve in human resources quality to optimize the online promotion activities. Second is to increasing online promotion activities by creating more engaging and interactive contents. Along with that, make special product offering and maintain the product quality also becomes the fit strategies, which can later be used as critical point in promoting the products and attracting broader consumers.