PROPOSED GO-TO-MARKET STRATEGY FOR MARKET ENTRY: A CASE STUDY OF TARKAN MEN'S UNDERWEAR BRAND

• Main Author: Nugrahatyanta Damar, Bagas
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80864
• Institution: Institut Teknologi Bandung

TARKAN is a new brand seeking to enter the men’s underwear market in Indonesia. As TARKAN prepares to enter the men’s underwear industry, the main challenges involve developing strategies to position the brand among existing competitors and to deliver value to customers. In this study, situation analysis is conducted to identify external and internal factors that can influence strategy formulation for market entry. Externally, the study uses Porter’s Five Forces and Competitor Analysis to explore current market conditions, while internal factors are analyzed using Resource-Based View and STP to identify TARKAN’s capabilities. This study is conducted in two phases, namely exploratory stage to develop Go-ToMarket strategy and confirmatory stage to validate the strategy. The study uses qualitative methods, including semi-structured exploratory interviews with 12 potential customers and confirmatory interviews with 3 experts. Data analysis methods used in this study include thematic analysis and content analysis to develop new value proposition. Insights from situation analysis and interview aid TARKAN to develop Go-To-Market strategy, which includes factors of market, customer, product, channel, and message. The result of this study, TARKAN positions its brand as an affordable men’s underwear brand tailored to young adult employees with high mobility in their daily work activities; with the value of comfort, durability, proper fit, and body positivity in the competitive underwear industry in Indonesia. TARKAN will reach customers through offline and online channels by adapting the concept of Awareness, Interest, Desire, Action (AIDA).