The Building Competitiveness of Sportswear Product Marketing (Empirical Study in Tunjungan Plaza of Surabaya)

Abstract

Columbia Sportswear which has the advantage of thermal-based products has a fairly expensive price range and is known, but because there is rarely a great promo that takes place in it. While its closest rivals such as The North Face, Timberland, Camel Active, Wakai often offer very attractive promos, so the sales condition of PT Primer Globalindo continues to decline compared to last year. So a review was held on how to build the competitiveness of Columbia Sportswear products. This research uses qualitative data analysis techniques used. The technique of penetration analysis using SWOT Analysis. The results show that the strategy that must be run to increase the market share of existing products and also the existing market share for certain products is the market penetration by making a massive marketing efforts of the existing promo media and often do bazaar by giving discounts (discounts ) as well as gifts that can catch the attention of consumers, and simultaneously add digital marketing changes and mentoring so many people know Columbia Sportswear.