STRATEGIC DECISION MAKING IN PROPOSING A NEW MARKETING STRATEGY FOR ORCA POWERGEAR USING TOWS-AHP

• Main Author: Ariana Utami, Edya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/85703
• Institution: Institut Teknologi Bandung

This study investigates the current marketing strategies employed by ORCA Powergear, a brand specializing in motocross apparel and gear in Indonesia, focusing on addressing issues such as fluctuating sales and high demand concentrated in a few product categories. Through a combination of internal and external analysis using frameworks like STP (Segmentation, Targeting and Positioning), 4P marketing mix, and Porter’s Five Forces, the research identifies key strengths, weaknesses, opportunities, and threats (SWOT) within ORCA’s marketing approach. ORCA Powergear's marketing strategy leverages a diverse product range, high-quality standards, and active motocross event sponsorships, supported by a strong local brand identity and community engagement through ORCA Legion. However, challenges include limited physical presence, insufficient international market penetration, and inadequate promotion of the casual product line. The company faces significant competition from international brands but has opportunities to expand market reach, increase participation in community events, and collaborate with professional athletes. Addressing shifting consumer preferences, economic downturns, and regulatory changes will be crucial for sustained success. The result of SWOT analysis was further expanded into a TOWS matrix to develop strategic alternatives. In this study, the TOWS matrix helped identify four main strategic alternatives which are Strength-Opportunity (SO), Weakness-Opportunity (WO), Strength-Threat (ST), and Weakness-Threat (WT), each with three sub-alternatives. To prioritize these strategies, the research employed the Analytical Hierarchy Process (AHP). The AHP analysis in this study focused on three key criteria which are Market Expansion, Product Innovation, and Customer Satisfaction. These criteria were evaluated against the strategic alternatives from the TOWS matrix. The analysis revealed that Product Innovation is the most critical factor, followed by Market Expansion, and then Customer Satisfaction. The combined use of the TOWS matrix and AHP analysis identified the best alternative strategy for ORCA Powergear as increasing innovation in casual products (WT3) to address the threat of changing consumer preferences. The research concludes with actionable recommendations for ORCA Powergear, including conducting a comprehensive customer survey, innovating the casual product line, and executing a strategic product launch.