The Potential of City Brandings such as Jakarta Great Sale in Stimulating the Retail Industry Growth

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Wibowo, Arief Yudo and Kurniawan, Ashari and Basya, Avisina and Tanubrata, Cindy Margareth and Arkadia, Yudith Agri (2007) The Potential of City Brandings such as Jakarta Great Sale in Stimulating the Retail Industry Growth. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

The effects of Indonesian macroeconomics and market conditions are related to the e retail industry. Thus, based on the study, retailers are still able to expand their business since, in Indonesia, the services industry especially the retail industry is one of the major contributors to the economic growth and the presence of a huge potential market. The growth in Indonesian retail industry is related to the changes in consumer behavior. There are opportunities for retail businesses to grow in Indonesia since the shift of consumer behavior is related to the transformation from traditional retailers to modern retailers - especially supermarkets and mini markets. The study of retail industry concentrates the analysis only in Jakarta that there is a huge possibility for retailers to develop its market in Jakarta. It is due to the transformation from retail format to modern retailers and also the birth of new shows concept of multi-format building. The results of the quantitative and qualitative research are more focused on consumer behavior - particularly in Jakarta. The research results show that most consumers are price conscious and, to enhance customer awareness on events like Jakarta Great Sale, the retailers have to develop an effective marketing program and would be required to support from other parties - such as government agencies and other associations. For creating an effective marketing program, the review on marketing communications and the potential of creating city brands shows that the promotion of the Jakarta Great Sale could be inter-related to the creation of the value of city brandings. Thus, to determine the concept of city brandings, retailers and related parties should be integrated in deciding the proper media channels and creating positive long-tern values to encourage active response and feedback from targeted audiences. In conclusion, the importance of integrated marketing communication within the retailers and other related parties, government agencies, associations and media partners are important for promoting the concept of city brandings.

Item Type:	Monograph (Project Report)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Divisions:	Library > GFP (Group Field Project)
Depositing User:	Putri Lumithasari
Date Deposited:	16 Jan 2020 13:08
Last Modified:	16 Jan 2020 13:08
URI:	http://repository.ipmi.ac.id/id/eprint/304

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