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STRAYER UNIVERSITY

MARKETING PLAN FOR DEWI SITHA JEWELRY COLLECTION

A MARKETING PLAN PRESENTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR MKT 500 – MARKETING MANAGEMENT

BY (ECHO PUTRA I WAYAN HANDIKA)

PRESENTED TO DR. JOEL NWAGBRARAOCHA

WAHINGTON D.C. CAMPUS APRIL 19, 2011

This research plan was made to support introducing the product and service of Dewi Sitha for its business in Silver Jewelry. Dewi Sitha is based in Indonesia and has been in business since 1970. This company is still growing especially in these days where the price of gold is very high. The silver jewelry business is low on cost and high in margin. The retail markup on silver jewelry products is about three to four times the production cost, meaning if cost to produce it is $8 then retailers will sell it for $30. This research paper has three goals: • To identify the Market segment in jewelry business • To discuss the target market for the company. • To conduct SWOT analysis for the better future of the company. • To know the market position of the company’s product and services.

Identify the marketing segment for the product and explain why this segment was selected Market segmentation can be defined as the process through which people (both retailers and customers) with similar needs, wants and characteristics are grouped together, so that a jewelry business can use greater precision in serving and communicating with these groups (marketing). When attempting to segment the market for silver jewelry in the jewelry industry, we used demographic (income, age, gender, household composition) and physiological segmentation that we learned in class. According to the well respected demographer, David Foot, demographics accounts for “two-thirds of

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