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JOAMS 2023 Vol.11(3): 91-98
doi: 10.18178/joams.11.3.91-98

Marketing Mix Strategy to Increase the Product Sales at Flaleeka Creative Industry

Susi Susanti Tindaon* and Winda Dwi Asty
Public Sector Business Administration, Polytechnic of STIA LAN Bandung, Indonesia
Email: winda.dwi.asty@gmail.com (W.D.A.)
*Correspondence: shantytindaon.politeknik@stialanbandung.ac.id (S.S.T.)

Manuscript received February 20, 2023; revised April 1, 2023; accepted May 24, 2023; published September 8, 2023.

Abstract—This research aims to investigate Marketing Mix strategy in Flaleeka Creative Industry to increase sales. This research used field research method with descriptive qualitative research. Data obtained from observations, interviews, and documentation. The informants of this research are the owners, employees, consumers, and the competitors of Flaleeka Creative Industry. The data analysis technique used in this research uses 7P Marketing Mix theory form to analyze the internal and external environment using SWOT Analysis for strategy formulation. The results can be concluded that environmental analysis both internal and external, the IE matrix shows the company's position in cell 4 and the SWOT analysis diagram is in quadrant 1. Formulation of the right marketing strategy to increase sales using SWOT analysis by identifying SWOT elements produces 17 alternative marketing strategies in dealing with declining sales and overcome obstacles that may occur in the future.

Keywords—marketing strategy, SWOT analysis, IFASEFAS analysis, creative industry

Cite: Susi Susanti Tindaon and Winda Dwi Asty, "Marketing Mix Strategy to Increase the Product Sales at Flaleeka Creative Industry," Journal of Advanced Management Science, Vol. 11, No. 3, pp. 91-98, 2023. 

Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License (CC BY-NC-ND 4.0), which permits use, distribution and reproduction in any medium, provided that the article is properly cited, the use is non-commercial and no modifications or adaptations are made.
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