Proposed Marketing Strategy to Increase Sales of "Nuka Republic"
| Main Authors: | Nasrullah, Muhammad; School of Business and Management, Institut Teknologi Bandung, Dellyana, Dina; 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/4428 |
Daftar Isi:
- The fashion apparel industry has significantly evolved, especially with the introduction of online shopping as the result of rapid development of technology. More and more channels are emerging causing customer change their habits and shopping behavior. Nuka Republic “hereinafter as Nuka” is a clothing brand specializes in Plus Size Women Apparel. The basic of Nuka design is timeless. Nuka currently only producing product for non-premium collections, and plan to produce collections with premium materials. The problem however is that Nuka sales did not increase as Nuka’s plan. This paper aims to find the most feasible marketing strategy for Nuka to increase its sales in this pandemic situation by using TOWS Matrix Analysis. Keyword: swot analysis, tows matrix, nuka republic, marketing strategy