Proposed Marketing Strategy for NAH Project
| Main Authors: | Sambodo, Priyo Dhanu; School of Business and Management, Institut Teknologi Bandung, Mirzanti, Isti Raafaldini; 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/4432 |
Daftar Isi:
- NAH Project is a local brand that focuses on selling sneakers products. The concept of NAH Project is to become an Indonesian cultist sneakers brand that dominates the sneakers market through innovation and breakthrough. NAH is domiciled in Bandung. As a new player, NAH still lacks brand awareness. Brand awareness is needed for the development of this brand. From the beginning, NAH relies on digital platforms like social media and e-commerce as its channel to sell products to consumers. To gather information regarding the business environment of NAH project, internal analysis tools are used. Such as Resource-Based View, Value Chain Analysis, and Business Model Canvas. Those tools are used to define the strength and weaknesses of NAH Project. For the external analysis, the tools used are Porter’s Five Forces, Competitor Analysis, and Customer Analysis. Those external tools are used to identify Opportunities and Threats that NAH should face. Based on the analysis result, the solution for NAH is to hire a marketing specialist, participate in sneakers events, opening an offline store, and doing collaboration with influential people. Keywords: Marketing strategy, low sales, local sneakers brand, internal analysis, external analysis