PROPOSED MARKETING STRATEGY FOR FASHION SOCKS COMPANY TO ENTER THE GLOBAL MARKET THROUGH INTERNET (A CASE STUDY YOUR SOCKS)
| Main Authors: | Dayanthi, Rima Mega; School of Business and Management – Institut Teknologi Bandung, Chaldun, Evy Rachmawati; School of Business and Management – Institut Teknologi Bandung |
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| 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/4112 |
Daftar Isi:
- Your Socks is one of the wholesale socks companies located in Bandung since 2013. The concept of the brand is to fulfill all the needs and desires of customers about socks and pack them in a dozen with many variations in patterns and colors. Your socks already have a large market and a sales performance of Your Socks is very good in Indonesia and Your Socks want to expand market overseas. This research was conducted to find the best strategy how to enter the global market through the internet. This study applies several concepts such as, STP analysis, 4P marketing mix, root-cause analysis, House of quality and TOWS matrix analysis. After further analysis, it can be seen that business problems faced by companies are non-specific target markets in global markets, lack of knowledge about global markets, poor international promotion and low distribution channels. To overcome the problems as described, several strategies are made. Re-analyzing STP using data collection from market research and improving production and promotion performance in global markets can increase brand awareness, increase sales, and more easily enter global markets. Business implementation that focuses on redesigning new products according to consumer desires, packaging, increasing production activities, conducting several promotional activities, brand collaboration, charity collaboration, and developing new distribution channels and building the latest market place, such as joining retail stores in Europe. To answer research questions, descriptive quantitative methods are carried out.Keywords : Socks, Global Market, Marketing mix, Internet, STP