Abstract:
“Local Brand” is a company that located on Jl. Kyai Maja No. 37-E, RT 012 RW 002,
Kelurahan Gunung, Jakarta Selatan. It was founded in 2010 by Sayeed Muhammad, in which is
now a CEO of the company.
The current condition of creative industry in Indonesia especially in fashion industry has
undergone rapid changes due to the government program, which stimulates the creative industry
in fashion. As a creative fashion industry company, “Local Brand” faces the high competition
due to such applicable government program, this forces “Local Brand” and other creative
industries to apply the best strategy of marketing to survive in carrying out their businesses.
In formulating the best strategy, “Local Brand” requires assess the determining factors,
in which it must analyses both external and internal environment of the company, thus “Local
Brand” will be able to assess the weaknesses and threats of their operational activities.
Analysis of “Local Brand” focuses on the strategy that gives the explanation about the
affecting factors to the business activities in “Local Brand”
The research gives the conclusion that the presence of best strategy especially in the
promotion sector defines the progress of the company. “Local Brand” only uses internet as the
promotion media, and it makes the researcher to suggest “Local Brand” to improve and quantify
the promotion through the addition and extension of the media.
The researcher feels that the innovation in “Local Brand” is still in the low level.
Besides, “Local Brand” has unclear and less organized system of rewards, punishment and
recruitment.
vi
Based on the analysis and conclusion, the problem of promotion could be solved by
making the cooperation between “Local Brand” and other both electronic and press media, thus
the audiences could be more well-informed. The problem in innovation could be solved in
creating a special department that handles the web developing and assessment to improve the
services both for tenants and customers.
