Proposed New Marketing Strategy for E.Look, Based on Consumer Behavior
| Main Authors: | Kamal, Azkarina Firdausi; School of Business and Management, Institut Teknologi Bandung, Mansoor, Alvanov Zpalanzani; 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/4423 |
Daftar Isi:
- E.Look or Embellish Look is one of the brands in Indonesia that sells outfits for young adult women since 2015, which is at first focus on online selling. After running its business for 4 years, E.Look sales have decreased in 2019, facing tighter competition in the market. On the other hand, while E.Look is facing a decrease on sales, the number of internet users, and also the number of products sold online in Indonesia is increasing rapidly. Fashion products also become one of the most popular products purchased online in 2019, which increased by 54% from the previous year. This has been the focus issue for E.Look because E.LOOK has actually experienced a decrease rather than an increase.This research aims to create a better marketing strategy for E.Look by analyzing the behavior of customers and potential customers, so E.Look will be able to know the customers and potential customers perspectives, such as what they like and what they want for fashion products, their buying behavior towards online shopping, and what are the best marketing strategy to approach them. Furthermore, the analysis result will be used to analyze the strengths, weaknesses, threats, and opportunities of E.Look then defining the SWOT quadrant based on calculating the SWOT analysis in order to create a strategy. Additionally, to achieve E.Look’s maximum progress, the author needs to create a new and integrated marketing mix for E.Look, this strategy consists of 7P (Product, Price, Place, Promotion, Process, People, Physical Evidence). From the SWOT analysis, the author found that E.Look is already in a strong and likely position, so it is possible for E.Look to expand, increase growth, and achieve maximum progress. And the best strategy adopted in this situation is to support an aggressive growth policy.Furthermore, to run the new strategy successfully, the company needs to have a new timeline and integrated job desk for every division so that every plan can be executed properly. From this marketing strategy, it is expected that E.Look could compete in the market, attract more customers, and grow rapidly every year.Keywords: Fashion, consumer behavior analysis, SWOT, SWOT Quadrant, marketing mix, online shopping