Store name

Rumah String

Tagline
Guitarist Heaven

Store Class
Store
Gold Premium Lite
class
High income Medium income Low-mid
Customer
level level income level
Space >80m2 50m2 - 100m2 <60 m2
Single Single
Location Mall
building building
Facility Air con Air con Fan
cash, debit,
cash, debit, e-
Payment e-money, Cash
money, credit
credit
merchandise
merchandise low-medium
Marketing with lowest-
with medium - price
Strategy highest
highest price merchandise
price

Store location: Jakarta, bandung, medan, tangerang, yogya, bali

Retail Type
Payment system: direct selling, online store

Ownership: chain-store

Store type: specialty store

Business strategy: convenience store

Selling space: minimarket

Merchandising Mix
Narrow variety, shallow assortment
Merchandising type
Staple merchandise
Steel string acoustic guitar with basic colour (black, white, brown) without motives.

Classical guitar with basic colour (black, white, brown) without motives.

Trigger style capo with basic colour (black, white, brown) without motives.

Heavy pick with basic colour (black, white, brown) without motives.

Medium pick with basic colour (black, white, brown) without motives.

Light pick with black with basic colour (black, white, brown) without motives.

Steel string with metallic & bronze, or metallic & metallic colour.

Nylon string with the colour of the 1st, 2nd and 3rd string is transparent or black.

Assortment merchandise
Steel-string acoustic guitar with colour gradation on its body.

Classical guitar with colour gradation on its body.

Solid body electric guitar with many variation of colour.

Semi-hollow body electric guitar with variation of colour.

Hollow body electric guitar with variation of colour.

Tube guitar amplifier with variations of colour.

Hybrid guitar amplifier with variations of colour.

Solid-state guitar amplifier with variations of colour.

Fashion merchandise
Classical guitar which is handmade and limited edition.

Strap on capo with different kind of strap and straps colour.

Solid body electric guitar with unique shape and variations of colours.

Semi-hollow body electric guitar with different kind of knob and colours.

Hollow body electric guitar with different kind of knob and colours.

Distortion guitar effect with different kind of knob and colours.

Chorus guitar effect with different kind of knob and colours.

Wah guitar effect with different kind of knob and colours.

Whammy guitar effect with different kind of knob and colours.

Product life-cycle
Because types of our merchandise are staple, assortment, and fashion merchandise, so our stores
product life-cycle is Classic life-cycle for all product

Classical life-cycle means that merchandise are never outdated, and theres only a little bit of change on
it.
 Store Hierarchy
Rumah String

Guitar Accessories

Acoustic Electric Pick Capo Effect/Pedal Amplifier String

Steel string
Solid Body Heavy Strap-on Distortion Tube Steel string
acoustic

Semi-hollow
Classical Medium Trigger style Chorus Solid-state Nylon String
body

Hollow
Light Phaser Hybrid
body

Wah

Whammy