Proposed Marketing Strategy to Increase Sales Performance: Case Study: Reyd Muslimah Sportwear

Abstract

REYD Muslimah Sportwear is a business that is engaged in Hijab clothing which mainly used by Muslim women. It was established since 2013 in the form of MSMEs and has become a company since 2017. In 2019-2020 the company's sales trend experienced several challenges. Currently, REYD Muslimah Sportwear relies on three main channels in its sales, namely regular monthly events, through resellers / retail in several cities in Indonesia as well as online sales. The level of sales each month fluctuates and there is some drastic decline.

Therefore, internal and external analysis is carried out to find out the root causes of the low sales performance which experienced by REYD Muslimah Sportwear. Internal analysis is done by analyzing the STP strategy setting and the 4P Marketing Mix. Then for external analysis is done by doing Porter's Five Forces analysis, competitor analysis and consumer analysis. In order to obtain these analyzes, research was conducted by doing primary and secondary data using quantitative and qualitative methods.

From the results of the internal and external analysis, it was found the problems that underlie the lack of sales performance in 2019-2020. The factors that cause the root of the problem consist of four factors, namely in terms of targeting, product, promotion and place of the REYD Muslimah Sportwear business.

Therefore, the authors propose a new STP strategy so that the marketing strategy that will be more running accurately. Author also proposes 3 Marketing Mix strategies out of 4Ps, namely Product, Promotion and Place. By providing those recommendations, it is hoped that better marketing activities will occur so as to increase sales performance and increase productivity for the company.