PROPOSED MARKETING STRATEGY FOR HUANGHUN BIRDNEST TO INCREASE SALES

• Main Author: Muhammad Azhar, Farras
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67775
• Institution: Institut Teknologi Bandung

Huanghun birdnest is a wallet bird's nest processed product business that was established in 2021. At this time, Huanghun birdnest only has one product, namely birdnest concentrate. Huanghun himself has a target market, namely women and people who are concerned about the beauty and health lifestyle who live in DKI Jakarta and its surroundings. During this pandemic, Huanghun birdnest sales have increased, but since the decline in positive cases, Huanghun sales have not increased and even tend to stagnate until they decline. But with a potential market, namely people who focus on natural beauty and health lifestyles, Huanghun believes that sales can increase again. This study aims to identify the problems faced by Huanghun birdnest and find out how consumers respond to products and businesses from Huanghun birdnest. Researchers will identify through factors that exist in the internal business environment and also the external business environment that can affect Huanghun Birdnest's business. In this study, the authors use the analysis of VRIO, RBV, STP, 4Ps Marketing Mix, and Business Model Canvas to determine the internal business environment. In addition, researchers also use PESTEL analysis, Porter's Five Forces, Competitor Analysis, and Customer Analysis to determine the external business environment that affects Huanghun birdnest's business. This research was conducted using qualitative and quantitative methods, the results of which are expected to support each other. The results of the research will produce a new strategy that is suitable for Huanghun birdnest to increase its sales.