PT Mitra Adi Perkasa Tbk is the leading retail company which has an impressive network of 533 retail outlets in 22 Indonesian cities - with diversified portfolio which includes department store, sport, fashion & lifestyle, kids, food & beverage and garment manufacturing - launched Sole Effect store in February 2004. The aim of it is to grab ladies footwear market share. It was introduced with concept: "One stop shopping for premium ladies footwear" offers fashionable collection of shoes from various famous brands. In order to support the Sole Effect business, PT Mitra Adiperkasa Tbk which has a exclusive right for distributing and marketing some international brand ladies foot wear through this Sole Effect store chain such as GUESS, Steve, Madden, XOXO, Sacha London, Nina, Replay, Yellow Box, Nicole, Madeline, and some selected bags.

Even though, Sole Effect generated sales growth but it still falls short of company expectation and company's goal to be one stop shopping for ladies foot wear & bags in Indonesia's main cities such as Jakarta, Surabaya, Bandung and Bali is still far away. Sole Effect's customer traffics are still weak primarily at independent stores and Sole Effect name itself is not strong in the footwear market.

The study has reviewed overall marketing strategy (STP) and mix of what had done previously. Marketing strategy - unclear segmentation targeting Positioning (STP) strategy has impected to unfocussed marketing mix. By knowing and understand the target consumer would help Sole Effect to provide relevant product - service offering as well as communication campaign. From retail marketing mix, 3 main contributors to Sole Effect's performance are : Brand image, promotion and assortment.

Brand image : Low brand awareness of Sole Effect and low understanding - consumer engagement.

Assortment : Type of shoes model mostly dominate by ladies fashion style while mostly customer demands are interested to purchase a formal model.

Promotion : Conservative promotion activities in approaching customer to strengthen brand image.



Research Location : PT Mitra Adi Perkasa, Tbk

Supervisor : Alex Iskandar Munaf

Date Accepted : 13/11/2007



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