PROPOSED MARKETING STRATEGY FOR SHRÜM BY MYCL X ŌD ARCHITECTURE STUDIO FINAL PROJECT In partial fulfilment of the requirements for the master’s degree from Institut Teknologi Bandung By Thariq Alviano Fathurrahman Student ID: 29122370 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG Juli 2024 i ABSTRACT PROPOSED MARKETING STRATEGY FOR SHRÜM BY MYCL X ŌD ARCHITECTURE STUDIO By Thariq Alviano Fathurrahman Student ID: 29122370 (Master of Business Administration Program) The global furniture industry plays a crucial role in the world's economic landscape, with its growth driven by factors such as rising disposable incomes, real estate and hospitality sector expansion, and evolving consumer demands. Sustainability has become a key focus, with increasing consumer awareness of environmental impacts prompting a shift towards eco-friendly products. The Indonesian furniture market, renowned for its abundant raw materials and significant export value, exemplifies this trend. In this context, shrüm stool as an innovative eco-friendly product by MYCL X ŌD Architecture Studio, aims to meet the rising demand for sustainable furniture. Despite its strengths, the product faces challenges like limited brand awareness, high price points, and restricted distribution. This study examines the conditions needed to boost awareness and proposes marketing strategies for market penetration. It includes an analysis of consumer behavior, market segmentation, targeting, positioning, and a TOWS matrix to identify strategic opportunities and threats. The research employs quantitative methods, including descriptive statistics, Pearson correlation, and Cronbach's alpha for validity and reliability tests. The findings revealed that the Shrüm Stool's strengths lie in its innovative, eco- friendly material, modular design, and lightweight construction. However, it faces challenges like limited brand awareness, high prices, and restricted distribution channels. Opportunities include a growing eco-conscious consumer base and potential partnerships, while threats are intense competition and economic fluctuations. Practical marketing solutions and managerial recommendations emphasize the need for continuous strategy evaluation and adaptation. Future research should explore new market segments and refine brand positioning to stay competitive. Keywords: Shrüm Stool, Consumer Analysis, Furniture Products, Marketing Strategy, Brand Awareness. ii ABSTRAK USULAN STRATEGI PEMASARAN UNTUK SHRÜM OLEH MYCL X ŌD ARCHITECTURE STUDIO Oleh Thariq Alviano Fathurrahman Student ID: 29122370 (Program Studi Magister Administrasi Bisnis) Industri furnitur global memainkan peran penting dalam lanskap ekonomi dunia, dengan pertumbuhannya didorong oleh faktor-faktor seperti peningkatan pendapatan yang dapat dibelanjakan, ekspansi sektor real estate dan perhotelan, serta permintaan konsumen yang terus berkembang. Keberlanjutan telah menjadi fokus utama, dengan meningkatnya kesadaran konsumen terhadap dampak lingkungan yang mendorong pergeseran menuju produk ramah lingkungan. Pasar furnitur Indonesia, yang terkenal dengan kelimpahan bahan baku dan nilai ekspor yang signifikan, merupakan contoh tren ini. Dalam konteks ini, shrüm stool sebagai produk ramah lingkungan inovatif oleh MYCL X ŌD Architecture Studio, bertujuan memenuhi permintaan furnitur berkelanjutan yang meningkat. Meski memiliki kekuatan, produk ini menghadapi tantangan seperti kesadaran merek yang terbatas, harga tinggi, dan distribusi terbatas. Studi ini memeriksa kondisi yang diperlukan untuk meningkatkan kesadaran dan mengusulkan strategi pemasaran untuk penetrasi pasar.