FINAL REPORTS OF INTERNSHIP

UKM EDUCATION AND TEACHING ACTIVITIES ABOUT ONLINE SHOP VIA

MARKET PLACE, INSTAGRAM, YOUTUBE AND FACEBOOK

Arranged by:

Nonia Fatima Da Costa Martins (NIM: 1201173475)

Academic Advisor:
Dr. Mohammad Deni Akbar, ST, M.Math (NIP: 19870001)

Field Advisor:
Ir. Wiyono, MT (NIP: 90630021)

STUDY PROGRAM OF INDUSTRIAL ENGINEERING

FACULTY OF INDUSTRIAL ENGINEERING
TELKOM UNIVERSITY
2020
 VALIDITY SHEET

FINAL REPORT OF AN INTERNSHIP

UKM EDUCATION AND TEACHING ACTIVITIES ABOUT ONLINE SHOP VIA

MARKET PLACE, INSTAGRAM, YOUTUBE AND FACEBOOK

Arranged by:

Student name : Nonia Fatima Da Costa Martins

NIM : 1201173475
Study Program : S1 Industrial Engineering

Dili, 26 August 2020

Approve,

Field Advisor, Academic Advisor,

Ir. Wiyono, MT Dr. Mohammad Deni Akbar, ST, M.Math

NIP: 90630021 NIP: 18870136

ii
 SUMMARY OF REPORTS

The impact felt by the craftsmen who are members of the Baraya Shoe Craftsmen
Association, Cangkuang Kulon village, Kec. Dayeuhkoloh, Kab Bandung is the cessation of
production activities for the majority of the 60 craftsmen. If on average each craftsman
employs 8 employees, then nearly 500 people lose their income. However, there is a
breakthrough made by a young entrepreneur, Kang Ede, who took the initiative to open a
shop in national e-commerce with quite encouraging results, which is still able to maintain
sales at 50% of the usual position. However, this cannot be emulated by other craftsmen
because their competence is inadequate, even though they have been trained.
Learning from this, several youths took the initiative to establish a forum in the form of a
sales cooperative that specializes in online sales businesses that serve all PPSB members. In
fact, they have already set a brand, namely the 'secret project', imitating similar brands that
can be successful in the market. Currently the secret project has actually been initiated with
the help of practical work students from the Department of Industrial Engineering, Telkom
University. With the opportunity from Research and Technology / National Agency for
Research and Innovation, it can become a sponsor for coaching activities on a larger scale.
During the Job Training, we (students) provide assistance to the Cibaduyut community who
want to sell online using the already popular online marketplace and social media. Our
activities help the Secret Project team to realize their main goal (namely sales), as well as
carry out market analysis using STP analysis so that sales are expected to be maximized.

iii
 FOREWORD

Praise and thanksgiving, the authors pray for the presence of one and only God, because
of His blessings and gifts the author can complete the Job Training Report entitled "UKM
EDUCATION AND TEACHING ACTIVITIES ABOUT ONLINE SHOP VIA MARKET
PLACE, INSTAGRAM, YOUTUBE AND FACEBOOK" . The intent and purpose of writing
this internship work report is to fulfill one of the requirements to attend the report
presentation, Telkom University Department of Industrial Engineering.

On this occasion the author does not forget to thank the various parties who have
helped the author in carrying out internship work so that the preparation of this internship
work report can be resolved properly to:

1. Partners of the Association of Baraya Shoe Craftsmen (PPSB), as a company or

organization that has provided a place for us Telkom University students to carry out
internship work well.

2. Mr. Ir. Wiyono, MT, as the field advisor, who has assisted and provided direction
to complete this internship work.

3. Mr Dr. Mohammad Deni Akbar, ST, M.Math, as the academic advisor who gave
direction in the preparation of this internship work report.

4. To all related parties who have helped so that this internship work report can be
completed properly.

Hopefully this internship work report can provide benefits to both the author and the
readers. The author apologizes if there is an error, both intentional and unintentional.
Finally, the author would like to express his gratitude and great hope for the criticism and
constructive suggestions from all readers.

Dili, 15 Aug 2020

iv
Author

v
 TABLE OF CONTENTS

SUMMARY OF REPORTS...............................................................................................................iii
FOREWORD......................................................................................................................................iv
TABLE OF CONTENTS....................................................................................................................v
LIST OF PICTURE............................................................................................................................vi
LIST OF TABLES.............................................................................................................................vii
APPENDIX LIST..............................................................................................................................viii
CHAPTER I INTRODUCTION........................................................................................................9
1.1. Background..........................................................................................................................9
1.2. Assignment Scope................................................................................................................9
1.3. Benefits...............................................................................................................................10
1.4. Implementation Stages......................................................................................................10
1.6. Report Writing Systematics..............................................................................................12
CHAPTER II. OVERVIEW OF THE COMPANY / ORGANIZATION.....................................14
2.1. Company / Organization Profile.......................................................................................14
2.1.1. Name and Brief History of Company / Organization..............................................14
2.1.2. Company / Organization Location...........................................................................14
2.1.3. Vision, Mission and Company Strategy...................................................................14
2.1.4. Organizational structure...........................................................................................15
2.1.5. Main Activities / Business..........................................................................................15
2.1.6. Products (goods / services or public / educational / social services).......................15
2.2. Business Processes in Units / Workplace Workplace Units............................................16
2.2.1. Name, Short Profile and Main Duties of the Unit / Work Unit..............................16
2.2.2. Business Process Modeling in Units / Work Units...................................................16
CHAPTER III. BASIC THEORY....................................................................................................17
CHAPTER IV. IMPLEMENTATION OF PRACTICE WORK...................................................20
4.1. Time and Place of Practical Work....................................................................................20
a. Implementation of Job Training...........................................................................................20
CHAPTER V. ANALYSIS OF WORK IMPLEMENTATION RESULTS..................................22
CHAPTER VI. CONCLUSIONS AND RECOMMENDATIONS.................................................28
6.1 Conclusion..........................................................................................................................28
6.2 Suggestion...........................................................................................................................28
ATTACHMENT................................................................................................................................29
BIBLIOGRAPHY..............................................................................................................................30
1 References...................................................................................................................................30

vii
 LIST OF PICTURE

Figure 1. Structure Organization.........................................................................................15

Figure 2. Process of Work diagram......................................................................................16
Figure 3. Online shop at Lazada...........................................................................................22
Figure 4. Page on Facebook...................................................................................................22
Figure 5. Account on Instagram...........................................................................................23

viii
 LIST OF TABLES

Table 1. Scheduling of the activities realizations.................................................................11

Table 2. Execution of activities during internship..............................................................20
Table 3. STP Analysis............................................................................................................23
Table 4. SWOT analysis........................................................................................................27

ix
 APPENDIX LIST

No table of figures entries found.

x
 CHAPTER I INTRODUCTION

1.1. Background
Practical work is an academic activity, in the form of compulsory courses in the Industrial
Engineering STUDY PROGRAM with a weight of 2 credits. This practical work is carried
out through independent or group assignments with external institutions or agencies in
accordance with the science in the field of Industrial Engineering, and guidance by academic
and field lecturers. Practical work is carried out at the Baraya Shoe Craftsmen Association
(PPSB). The Association of Baraya Shoe Craftsmen (PPSB) is a forum for shoe entrepreneurs
in Cangkuang Kulon Village. Cangkuang Kulon Village, which is currently part of the
Bandung Regency area, is one of the shoe craft centers. It is located close to the Cibaduyut
area which is known nationally as a center for shoe crafts which is included in the city of
Bandung.
Since the outbreak of the pandemic in Indonesia around March 2020
business activities rapidly declined. The results of the discussion conducted in the vicinity
June 2020 revealed that some of the craftsmen had stopped producing because there were no
orders at all. A small number of others still have orders even though the amount is less than
20% than usual. However, there is an initiative carried out by a young entrepreneur, Kang
Ede, who is trying to start an online store in mid-2019 on several existing e-commerce
platforms with results that are arguably sufficient to survive the pandemic crisis. Running an
online store is not enough just opening a shop and filling it with pictures of the products you
want to sell. Critical aspects in its implementation include: promotion, distribution / delivery
and customer service that require special skills. All these critical aspects require internet
literacy, including the use of appropriate social media. Seeing the educational background
and habits as well as the availability of resources from the craftsmen, it is impossible for most
of them to hold online sales even though there are so many e-commerce platforms that can be
accessed for free.

1.2. Assignment Scope

In carrying out practical work, the author helps to collect data, search for journals and
articles about e-commerce sales, especially shoe sales, discuss data that has been
collected and analyze STP on shoe products.

11
1.3. Benefits
 For students:
o Get experience with workers in the field
o Understand every process that exists in an online business
o Knowing the online sales process, as well as promoting products to
consumers through social media.
o Gain experience in identifying and analyzing problems in the field of
online sales.
 For companies / organizations where Job Training:
o Get additional people to help with the development of a leading brand
and management model
o Get input regarding the profile of problems that exist in the practical
workplace.

1.4. Implementation Stages

1. Preparation Stages: Collecting edefootwere data such as sales information and
customer complaints. Analysis of needs and dimensions to support the excellence
of online sales in the market place and analysis of the application of product sales
to prospective Secret Project products. Students make plans and discussions about
future work plans and schedule determination. The initial problem identified is the
development of an online sales model in all its aspects, and there are two main
aspects that need to be considered, namely: Development of superior brands and
management models.

2. Implementation Stage: Creating a marketing plan through social media and

analyzing products and digital photo candidates for the market place, collecting
complaints and customer advantages so that they can be obtained as a whole.
Making a marketing plan through social media and benchmarking and creating
content in the form of photos and posters for social media marketing and
analyzing the forms of improvement that can be made for stores.

12
 3. Reporting Stage: Reporting activities are carried out by conducting discussions
through Google Meetings every day and analyzing the implementation program
with field supervisors.

1.5. Scheduling Plans and Realizations

Practical work activities are planned for a span of 40 days, starting from 29
June 2020 to 26 August 2020. The division of work is carried out every week by the
group leader, and each week must complete the activities given by the chairman, and
the realization of activities is carried out in accordance with the initial plan that has
been given .

Table 1. Scheduling of the activities realizations

Schedule
Activities Assessment
Start End
Internshi 26 August
p 29 June 2020 2020
Shoe samples to be advertised are collected,
conduct product photo sessions, and select them
to be posted on the digital marketplace and social
media. 29 June 2020 03 July 2020
Upload photos to a digital Marketplace (Lazada)
as the first learning process. 06 July 2020 10 July 2020
Improved to the Secret Project online shop to get
sales
13 July 2020 17 July 2020
Provide recommendations on the results of online
store analysis and marketing to the Secret Project
Team so that they get bigger sales.
20 July 2020 24 July 2020
Do digital marketing planning through Social
Media
27 July 2020 31 July 2020
Creating a Facebook Page and Instagram Secret 03 August 10 August
Project Business Profile 2020 2020

13
 Analyze STP (Segmenting, Targeting and
Positioning) on all shoe products 10 August 17 August
2020 2020
Promote Secret Project Products on social media 17 August 26 August
through their respective accounts 2020 2020
Secret
Project

1.6. Report Writing Systematics

Systematics The writing of this practical work report (KP) uses the
systematics that have been stipulated in the “2020 Job Training Manual”, as follows:
1. CHAPTER I INTRODUCTION

This chapter discusses the background, scope of assignment, benefits,

implementation flow, scheduling and realization plans and report writing
systematics.

2. CHAPTER II. PROFILE OF INSTITUTION OF PRACTICE WORK

This chapter contains a detailed explanation of the profile of the company / organization
where the Job Training is located, and the business processes in the work unit / unit where
the Job Training is located.

3. CHAPTER III. BASIC THEORY

This chapter contains an explanation of the basic theories in the scientific field
that are in accordance with the problems in accordance with the content of the
work being discussed in the Job Training.

4. CHAPTER IV. IMPLEMENTATION OF PRACTICE WORK

This chapter contains an explanation of the work given / assigned from the
company and the timeline for its implementation.

5. CHAPTER V. ANALYSIS OF WORK IMPLEMENTATION RESULTS

This chapter contains an explanation of the results of all activities carried out
during the Job Training. Identification and analysis of problems in the work unit /

14
 unit, as well as supporting data to strengthen the problem analysis being
undertaken, and optional in the form of proposals or recommendations for
solutions to partially / all of the existing problems.

6. CHAPTER VI. CONCLUSIONS AND RECOMMENDATIONS

This chapter contains a brief statement of the research results and data analysis
that are relevant to the objectives. Suggestions contain reviews regarding the
opinions of practical work students about the possibility of developing and
utilizing the results of further practical work.

15
 CHAPTER II. OVERVIEW OF THE COMPANY /
ORGANIZATION

2.1. Company / Organization Profile

2.1.1. Name and Brief History of Company / Organization

The Association of Baraya Shoe Craftsmen (PPSB) is a forum for shoe entrepreneurs in
Cangkuang Kulon Village. Cangkuang Kulon Village, which is currently part of the Bandung
Regency area, is one of the shoe craft centers. It is located close to the Cibaduyut area which
is known nationally as a center for shoe crafts which is included in the city of Bandung.
Incidentally, the distance from Telkom University Campus is not too far (approximately 3.5
km). The total population of this village is 49,326 people (data in 2017) where approximately
10% are engaged in entrepreneurship, which includes the shoe craft business.

2.1.2. Company / Organization Location

The PPSB organization covers Bandung City and Bandung Regency, but the Secret Project
Team still only covers Cangkuang Kulon Village.

2.1.3. Vision, Mission and Company Strategy

 PPSB vision
Uniting shoe and sandal craftsmen and becoming a supplier of cheap and quality
shoes and sandals in West Java.
 Mission
Presenting a forum for communication between shoe craftsmen in West Java
Producing shoes and sandals with guaranteed quality for a long time.
 Company Strategy
PPSB has become a forum between shoe and sandal craftsmen in West Java Province.
The main strategy undertaken by PPSB to achieve its main vision is to hold regular
discussions between craftsmen so that market insights and information can be
broadened. This routine discussion is held in the Cangkuang Kulon area because
many shoe craftsmen come from that area. There has been no real written statement as

16
 a form of PPSB organizational strategy, but communication between members
continues.

2.1.4. Organizational structure

Figure 1. Structure Organization

2.1.5. Main Activities / Business

The form of business is a home-based business in the sense that most of the
production operations are carried out within a residence. Owners and family members work
with additional employees from local and surrounding villages. Types of technology to
support production still use conventional equipment. The use of this kind of production
technology does have drawbacks, but it is still sufficient to meet current production activities.

2.1.6. Products (goods / services or public / educational / social services)

The marketing model for shoes and sandals is mostly done by relying on orders and a
consignment system in shops in neighboring villages, especially in the Cibaduyut area.
Product design is generally carried out by: determined by the customer, imitating products on
the market, and also by the design itself. Likewise with brands, in general every craftsman
has his own brand, but this is not really important, because the brands they make are only

17
modest. The customer may include any brand he ordered. Sometimes they also imitate
existing brands, which often results in complaints from the owners.

2.2. Business Processes in Units / Workplace Workplace Units

2.2.1. Name, Short Profile and Main Duties of the Unit / Work Unit

The Secret Project is a program, conducted by PPSB and chaired by Kang Ede, whose
main goal is to create an online shop on the digital marketplace and social media platforms.
The main tasks carried out by the Secret Project team include:
 Set up an online store in the digital marketplace
 Process product photos
 Hold discussions with members who participate in the Secret Project program
 Make sales on the online marketplace

2.2.2. Business Process Modeling in Units / Work Units

Figure 2. Process of Work diagram

18
 CHAPTER III. BASIC THEORY

3.1. STP Analysis (Segmenting, Targeting and Positioning)

According to Kotler and Armstrong (2008), in the world of marketing, each company must
divide the entire market, have the best segment, and design strategies to serve the selected
segment well. This process involves segmentation, target market setting, and market
positioning.Market segmentation is the process of dividing the market into different groups of
buyers who have needs, characteristics and behaviors
different products, which may require a separate product or marketing program. Target
market setting (market targeting) involves evaluating the attractiveness of each market
segment and selecting one or more of each segment to enter. Market position is the
arrangement of a product to occupy a clear, distinct, and desirable place relative to
competitors' products in the minds of the target consumers. For segmenting, targeting and
positioning are:

 Segmenting: is the division or grouping of heterogeneous market conditions into

homogeneous with various characteristics. According to Griffin (2006), segmentation
is the process of dividing the entire market of a product or service into several
segments that have similarities in terms of interest, purchasing power, geography,
purchasing behavior and lifestyle. By doing market segmentation, marketing will be
more targeted and effective so that it can provide satisfaction to consumers.

 Targeting: evaluating various segments to decide which segment to target market. A

series of marketing programs must be carried out in accordance with the
characteristics of the target market to be targeted.

 Positioning: is how a product in the eyes of consumers distinguishes it from

competitors' products. By identifying, developing, and communicating unique
advantages and competitive advantages. In this case, including the brand image, the
benefits promised and competitive advantage. That way, the company's products and
services are perceived to be superior and special compared to competitors' products
and services in consumer perceptions.

19
 3.2. SWOT Analysis

David (2009), the strengths-weaknesses-opportunities-threats (SWOT) matrix is an important

matching tool that helps managers develop four types of strategies:
 SO strategy (strength-opportunity)
 WO strategy (weaknesses opportunities)
 ST (force-threat) strategy
 WT strategy (weakness-threat).
Matching major external and internal factors is the most difficult part of developing a SWOT
matrix and requires good judgment and there is no single correct guide.
SO strategies (SO strategies) take advantage of the company's internal strengths to
take advantage of external opportunities. All managers naturally want their organization in a
position where internal strength can be used to take advantage of external trends and events.
In general, the organization will pursue a WO, ST, or WT strategy to achieve a situation
where a major weakness becomes a strength. When an organization is faced with a big threat,
the company will try to avoid concentrating on opportunities.
WO strategies (WO strategies) aim to improve internal weaknesses by taking
advantage of external opportunities.
Sometimes great opportunities arise, but the company has internal weaknesses that prevent it
from taking advantage of those opportunities.
ST strategies (ST strategies) use the strength of a company to avoid or reduce the
impact of external threats. This does not mean that a strong organization always faces threats
directly in the external environment.
WT strategies (WT strategies) are defensive tactics aimed at reducing internal
weaknesses and avoiding external threats, an organization that faces various external threats
and internal weaknesses is really in a dangerous position.

20
 3.3. Digital Marketing

Digital marketingis a marketing activity or promotion of a brand or product using

digital media or the internet. The goal of digital marketing is to attract consumers and
potential consumers quickly. As we know, the acceptance of technology and the internet in
society is very wide, so it's no wonder that digital marketing activities are the main choice for
companies. According to Kleindl and Burrow (2005) Digital Marketing is a process of
planning and implementing concepts, ideas, prices, promotions and distribution. In simple
terms, it can be interpreted as the development and maintenance of mutually beneficial
relationships between consumers and producers.

There is There are so many types of digital marketing, one of which is Social Media
Marketing. Some social media that are well known and widely used by people in various
countries can be used as a means of doing digital marketing. These social media include
Facebook, which is the largest and most widely used platform in all corners of the world, and
Instagram, where people will find it easier to find through the hashtag (#) that you use for the
products you sell. Besides being able to increase sales, social media can also increase
customer loyalty.

21
 CHAPTER IV. IMPLEMENTATION OF PRACTICE WORK

4.1. Time and Place of Practical Work

This practical work is carried out online from start to finish. The commencement date
is from June 29 to August 26 at Graha Cibaduyut Housing Complex no. 13.

a. Implementation of Job Training

Weekly activities during the implementation of practical work are as follows:

Table 2 Execution of activities during internship

Week 1 (first)
Plans & Targets Know the planning the main goal of secret project, collecting the
shoe sample that will promote, do the photo session (leader of
group) and selection the photos that will shown in market place
and social media
Realization of The shoe workshop that join the secret project program gave the
shoe sample that would be photographed and selection the best
Activites
photos. Giving the detail information about the model and
product description
Week 2 (second)
Plans & Targets Uploading the photos to one of market place (Lazada) for the first
process
Realization of Photos are uploaded to online marketplace that is Lazada. Lazada
is chosen because of one member PPSB understood the selling
Activites
process in Lazada so it used as first process in marketplace before
other market place and social media
Week 3 (third)
Plans & Targets Doing improvement to the online market of secret projects to get
sales
Realization of Group members (students) in doing the STP (Segmenting,
Targeting, and Positioning) analysis also benchmarking to other
Activites
online stores in Lazada that have gotten a lot of sales and review.
Week 4 (fourth)
Plans & Targets Given the analysis of the market place results and sales to the
secret project team
Realization of Group members (students) is doing the discussion with field
mentors for making the recommendation program that can be
Activites
implemented by a secret project, hopefully can get the large sale.
The program recommendation is shop interface, complaint and
product interface
Week 5 (fifth)
Plans & Targets Doing the digital marketing planning through social media
Realization of Group members (students) is doing the observation with analysis
of several online stores that has done the digital marketing
Activites
through social media (Instagram and Facebook). Students also
discuss this program with field mentors and secret project teams
to get approval
Week 6 (sixth)

22
Plans & Targets Creating the Secret Project's Facebook and Instagram
Business Profile
Realization of Group member (students) is doing the training to secret
Activites project team for creating the secret project's facebook and
Instagram business profile
Week 7 (seventh)
Plans & Targets Uploading the photos to secret project's Facebook and Instagram
Realization of Group member (students) is doing the training to secret project
Activites team for uploading the photos in Instagram business profile and
connect the Instagram business profile to Facebook. After
connected, the photos that were uploaded in Instagram in directly
appear in facebook
Week 8 (eighth)
Plans & Targets Creating linktree to bio in Instagram, completing the Instagram
bio and analizing to insight of Instagram and facebook and
promote the via Instagram's story
Realization of Group member (students) is doing the training to secret project
Activites team for completing the Instagram bio and how to create the link
that connect to whatsapp or other market place of secret project,
and also students help to promote the Instagram of secret project

23
 CHAPTER V. ANALYSIS OF WORK IMPLEMENTATION RESULTS

The implementation of Job Training for Telkom University Students by assisting the
community who owns shoe repair shops to sell their shoes directly using the online
marketplace and social media has been realized. The form of realization is the formation of
the Secret Project online store in the Lazada marketplace and social media Instagram and
Facebook.

Figure 3. Online shop at Lazada

24
 Figure 4. Page on Facebook

Figure 5. Account on Instagram

STP analysis (Segmenting, Targeting, and Positioning) is carried out to make the right
promotional marketing strategy. The promotion strategy that must be done is advertising on
both the marketplace and Social Media. This advertisement is carried out by paying a fee to
the related platform and determining its target market, so that the appearance of the product
can be seen by potential consumers.

Table 3. STP Analysis

Workshop Segmenting Targeting Positioning

Quicout Quic Out Shoes uses
Age: 18-24 the Single Segment Quic Out is a shoe shop
Gender: Men Concentration located in Cangkuang
Occupation: Student targeting pattern with the tagline "Local
Style: Casual, because the products it Shoes with Global
Hangout, School sells are sneakers Quality" and markets
Region: Bandung, specifically for boys online through e-
Jakarta, for teenagers. commerce. With this
Banjarmasin, tagline, Quic can position
Medan, (Capital) consumers among
Economic group: teenagers
Intermediate, and

25
 Intermediate Lower
Positioning of mountain
shoe products by the
company is to provide
good service to
Age: 35-50 consumers so that
Gender: Men The targets that this consumers feel
Occupation: company does for comfortable when they
Environmental mountain shoes are all want to buy this product,
Worker, Nature people or consumers in focus on the quality of the
Worker big cities who like product provided to
Style: Outdoor hobbies and like consumers, and provide
Region: Bandung nature, especially prices that are quite
Jakarta, Riau, mountains, or people affordable so that all
Palembang who are used to people who have a hobby
Mount Pak Haji Economic group: traveling to outdoor of nature lovers can have
sandals Intermediate, places. a product. this
Intermediate Lower

Cindy Shoes Age: 35-50 The target of the shoe Shoe products are
Gender: Men market is middle class positioned as a product
Occupation: Office, consumers for
Private, Sales and above, if you look a man who has a stylish
Style: Formal, at the shoe product, the lifestyle and is active
Semi-formal unit price starts from anywhere.
Region: Jakarta, Rp. 100,000 to Rp. Product which is an
Bandung, Surabaya, 110,000. attempt to position the
Jogjakarta To achieve the target, product in the face of
Economic group: you must determine competition. The
Intermediate what marketing development of this
strategy will be used. marketing strategy aims
Strategize the to influence how a
marketing budget particular market segment
appropriately values products and

26
 services when compared
to market competition.
Meanwhile, determining
the market position must
show that the product can
be differentiated from its
competitors.

Age: 24-35
Gender: Men Quic Out is a shoe shop
Occupation: located in Cangkuang
Student, Private with the tagline "Local
Office Shoes with Global
Style: Casual Quality" and markets
Region: Bandung, online through e-
Jakarta, Jogjakarta, Target products that commerce. With
Surabaya are sold specifically With this tagline, Quic
Economic group: for men for can position consumers
Workshop A Intermediate adolescents. among teenagers

Age: 14-18
Gender: Men
Occupation: School
Student
Style: School The target is school
Region: Bandung, students who are still
Jakarta, Jogjakarta, in SMP / SMA. The Product image is a
Surabaya form of warrior shoes durable product and low
Economic group: is very common for price because it is
Intermediate, student children targeted at students.
Workshop B Intermediate down

27
It can be seen in the STP Analysis table above that each workshop carries a variety of
products, this makes targeting a market very difficult to do. The recommendation for
advertising to be more efficient is to place advertisements with overlapping market segments,
namely aged 24-35 because there are two workshops that are included in that market
segment.
The SWOT analysis is carried out by a student team which can be seen as follows:

Table 4. SWOT Analysis

o Secret Project has many product variations

because there are many workshops that
provide products
o Secret Project has a product with a relatively
long life span (based on an interview with
Kang Ede). The products made by
workshops have been selling well for a long
time, even though since 2020 the sales have
decreased
Strength
o The Secret Project workshop does not want
to change the shoe model significantly (only
minor changes such as color and material) so
that the product starts to get bored with the
market / consumer
o Sales using an online platform do not have
capital so they cannot use advertising
services
Weekness
o The Secret Project product opportunity is for
people who still want a product with a
relatively standard model (outdated, but still
attractive)
o Relatively competitive price for the model
Opurtunity
Threat o Competitors who have newer models

28
o Competitors with mass production so prices
can be much cheaper

29
 CHAPTER VI. CONCLUSIONS AND RECOMMENDATIONS

6.1 Conclusion
The implementation of the Job Training has succeeded in achieving its first target, namely
realizing sales with a digital platform, but for the main purpose of the Secret Project to
make sales has not been realized.
STP analysis was carried out in each workshop and product so that the results varied
widely. In order to use advertisements efficiently, it is advisable to submit advertisements
in overlapping segments (aged 24-35).
A SWOT analysis is carried out on Secret Project products and it is advisable to carry out
product development to a more recent one.

6.2 Suggestion
From the results of the analysis carried out, the author can provide suggestions, as
follows:
 It is hoped that the science of shoes will deepen, so that they can design new
products with current trends, and consumers can be more interested in existing
products.

30
ATTACHMENT

31
 BIBLIOGRAPHY

1 References
Industri), F. (. (2020). KP (Kerja Praktek). Bandung.

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