MARKETING STRATEGY FORMULATION FOR AFFAIRS STORE YOGYAKARTA

• Main Author: Syifania Anwar, Jihan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78789
• Institution: Institut Teknologi Bandung

This research examined the marketing strategy for concept store by identifying current marketing mix strategies in affecting brand equity dimensions and the external and internal factors that will affect the current condition of AFFAIRS store. AFFAIRS is one of fashion concept stores based in Yogyakarta and located at Jalan Ringroad Utara 20A, Pandega Satya, Kota Yogyakarta. The store is established since 2010 and it is the pioneer of concept store in Yogyakarta who sells fashion from various local brands. In order to expand their target market and sales, AFFAIRS needed to improve its current condition by seeing internal and external factor. Based on the interview and current facts in AFFAIRS store, it shows that the marketing mix strategies that have been done by AFFAIRS is still not working to the fullest and it will affect its brand equity dimensions of the store. AFFAIRS store needs to maximize their marketing mix strategies in order to expand their target market and increase their sales at the end. The theories used in this research are Environmental Scanning Analysis, Marketing Mix strategies, and Brand Equity. For the methods and gathered data, this research used problem identification, theoretical foundations, data collection plan, data analysis method, and then conclusion and recommendation. For the collecting data, this research used qualitative and quantitative research. Qualitative research is conducted by in depth interview with owner and employees. This part explored the current condition of AFFAIRS store. Quantitative research is conducted by spreading questionnaire to 150 respondents, which separate into three sections, which are demography, marketing mix, and brand equity. The results of the qualitative and quantitative research are conducted by using EFAS, IFAS and Simple Linear Regression. All data that have been analyzed used to define the conclusion to answer the research question. For external recommendations are AFFAIRS should develop its strategy such as strengthen the concept of its store to be different and become attraction; and also increase the product quality with affordable price. The internal recommendations for AFFAIRS are to have a clear structure organization with at least 6 full-time employees; and reduce its operating cost to maximize profit. The recommendations for AFFAIRS in marketing mix are put some women fashion local brands and famous local brands to attract more customers; change pricing strategy such as oddeven pricing; move to college environment with bigger space; make promotion price in every big days and being a partnership in some events. For brand equity, the recommendations for AFFAIRS store are increase the world of mouth; make a compelling story about the value and design of products exist; build one-to-one relationship with customers and giving a reward to customers to make customers loyal.