PROPOSED MARKETING STRATEGY FOR SHRÜM BY MYCL X ?D ARCHITECTURE STUDIO

• Main Author: Alviano Fathurrahman, Thariq
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83153
• Institution: Institut Teknologi Bandung

The global furniture industry plays a crucial role in the world's economic landscape, with its growth driven by factors such as rising disposable incomes, real estate and hospitality sector expansion, and evolving consumer demands. Sustainability has become a key focus, with increasing consumer awareness of environmental impacts prompting a shift towards eco-friendly products. The Indonesian furniture market, renowned for its abundant raw materials and significant export value, exemplifies this trend. In this context, shrüm stool as an innovative eco-friendly product by MYCL X ?D Architecture Studio, aims to meet the rising demand for sustainable furniture. Despite its strengths, the product faces challenges like limited brand awareness, high price points, and restricted distribution. This study examines the conditions needed to boost awareness and proposes marketing strategies for market penetration. It includes an analysis of consumer behavior, market segmentation, targeting, positioning, and a TOWS matrix to identify strategic opportunities and threats. The research employs quantitative methods, including descriptive statistics, Pearson correlation, and Cronbach's alpha for validity and reliability tests. The findings revealed that the Shrüm Stool's strengths lie in its innovative, ecofriendly material, modular design, and lightweight construction. However, it faces challenges like limited brand awareness, high prices, and restricted distribution channels. Opportunities include a growing eco-conscious consumer base and potential partnerships, while threats are intense competition and economic fluctuations. Practical marketing solutions and managerial recommendations emphasize the need for continuous strategy evaluation and adaptation. Future research should explore new market segments and refine brand positioning to stay competitive.