Citation:

Bagas Nugrahatyanta Damar, Sonny Rustiadi. "Market Analysis and Positioning: A Case Study of TARKAN Men's Underwear Brand in Indonesia" International Research Journal of Economics and Management Studies, Vol. 3, No. 2, pp. 170-174, 2024.

Abstract:

TARKAN is a new brand seeking to enter the men's underwear market in Indonesia. As the brand prepares to enter the men's underwear industry, the main challenges involve developing strategies to position the brand among existing competitors. In this study, situation analysis is conducted to identify external and internal factors that can influence the strategy formulation. Externally, the study uses Porter's Five Forces and Competitor Analysis to explore current market conditions, while internal factors are analyzed using a Resource-Based View to identify TARKAN's capabilities. This study uses qualitative methods, including semi-structured interviews and observations. The data analysis method used in this study includes content analysis to categorize the findings, which will be further used in determining the positioning strategy using the Segmentation, Targeting, Positioning (STP) method. The result of this study is that TARKAN positions its brand as an affordable men's underwear brand tailored to young adult employees with high mobility in their daily work activities.

References:

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Keywords:

Market Condition, Market Entry, Men's Underwear Industry, Positioning.