PROPOSED MARKETING STRATEGY TO INCREASE RENSA WALLPAPER SALES IN BANDUNG AREA

• Main Author: Agustina, Paulin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69929
• Institution: Institut Teknologi Bandung

Indonesia is the world's largest island country is also the 14th largest country by area at 1,904,569 square kilometers, and also the world's 4th most populous country with a total 276,362,783 people in 2021 with the growth rate at 1.1% per year. As the population grows, the demand for residential property is also increasing which give the opportunity of construction industry sectors and its supporting industry to grow. Rensa Wallpaper established in 2012 in Bandung, has expanded significantly over the past eight years, started the business from a single tiny shop with excellent strategic positions, to being Indonesia's largest wallpaper suppliers with more than 55 branches nationwide. However, the sales growth in Bandung area might be deemed to have stagnated over the past year, even though the company is still profitable. This research is held in order to understand the situation which Rensa Wallpaper face internally and externally, and find alternative suggestion plan to encounter the income stagnation and boost Rensa Wallpaper sales. External analysis conducted using PESTEL, Porter’s Five Forces, Competitive Analysis and Customer Analysis, while for internal analysis VRIO method, STP, Marketing Mix 7P’s and internal interview is being used. The collected data then examined and combined using SWOT Analysis and TOWS Matrix to find the best alternative marketing strategy that can be implemented by Rensa Wallpaper as suggestion plan to improve company’s performance.