PROPOSED MARKETING PLANNING IN SMALL-SIZED ARCHITECTURE FIRM IN BANDUNG (CASE STUDY: CP DESIGN STUDIO)
| Main Authors: | Permatadewi, Carissa; School of Business and Management - Institut Teknologi Bandung, Saphiranti, Dona; School of Business and Management - Institut Teknologi Bandung |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4025 |
Daftar Isi:
- In this era, creative industries have become a major impact on the development of the world economy. In Indonesia, the creative industry is one of the biggest contributors to total GDP. Architecture is one part of the creative industry in Indonesia that is growing rapidly. In the city of Bandung, the architectural business is rapidly expanding to offset the rapid growth of the city due to the development of business opportunities in the city. CP Design Studio as an architecture firm sees Bandung as a city that has great opportunities in the field of architecture. The increasing number of homes and businesses is one proof of Bandung as a potential city. To start a business in Bandung, CP Design Studio needs a strategy, moreover because CP Design Studio doesn't have a connection in Bandung. This study aims to develop the right marketing plan for CP Design Studio in the city of Bandung. This study uses a qualitative method. Qualitative methods are used to obtain primary data from observations and in-depth interviews with business competitors in Bandung. The collected data is then used as external data together with PESTEL analysis and Porter’s Five Forces. Internal analysis is used to analyze the company's current internal conditions. Internal analysis uses analysis of marketing mix and STP analysis. After conducting external and external analysis, the author uses SWOT to evaluate the company's internal weaknesses and strengths as well as opportunities and threats in the external environment. The SWOT analysis was then applied to the TOWS matrix to find suitable and relevant alternative strategies. Alternative strategies found were then applied to the marketing mix to develop new marketing mix elements that were suitable for the Bandung environment. Conclusion and implementation of the marketing plan by carrying out an action plan. The action plan is an action plan calendar that details what CP Design Studio must do during the next six months.Keywords: CP Design Studio, Architecture Firm, Marketing Plan