PROPOSED MARKETING STRATEGY FOR WEDDING COMPANY TO ENTER TO THE NEW MARKET (CASE STUDY: XYZ WEDDING SERVICES)

• Main Author: Ulfah Dwirahma, Muthia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70263
• Institution: Institut Teknologi Bandung

XYZ Wedding Services is a business owned by PT. ABC based in Bekasi, Indonesia, that focused on the wedding sector. Pandemic situations become the turning point of the company to develop the business and it now has a market in Jabodetabek area. The founder of XYZ Wedding Services aspires to grow sustainably and has a plan to expand the scope of the business area outside Jabodetabek. In this first expansion plan, XYZ Wedding Services wants to target the Karawang, then the company conducts a brief analysis, recruited WO Crew, and collaborate with several venues and vendors. After that, the company promoted it on social media but few customers asked until there were no clients from Karawang until the end of December 2021. The purpose of this research is to examine an effective marketing strategy for attracting new customers in a new market. The quantitative descriptive method is used to analyze this research. The research will utilize two main data source to support the research process, which are primary data and secondary data. The primary data gathered by distributing questionnaires to potential customer. While secondary data collected from journal articles, literature, and previous research, are required to support this research method. The data obtained were then used for internal and external analysis. Internal analysis is used to collect information about the internal condition of XYZ Wedding Services, while external analysis is used to evaluate the industrial environment and determine the behavior of potential customers towards wedding organizers. The researcher then uses a SWOT analysis to summarize the external and internal analysis. Based on the findings, the researcher proposes a new marketing strategy to XYZ Wedding Services as a solution to the problem. The proposed marketing strategy is a new promotion strategy in the form of a relaunch project to reintroduce XYZ Wedding services in new markets in order to attract new customers. And supported by Integrated Service Marketing Communication based on potential customers' purchasing decisions and customer paths.