BUSINESS DEVELOPMENT STRATEGY OF WORKSHOP X FOR BUSINESS SUSTAINABILITY

• Main Author: (NIM : 29108304); Pembimbing: Alibasjah Inggriantara, MM, ARIPBUDIONO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15020
• Institution: Institut Teknologi Bandung

Workshop X is a family enterprise that engaged in the business of motorcycle workshop and machining workshop in Kuningan area. Motorcycle workshop business organizes motorcycle spare parts sales and provides service for motorcycle while the machining workshop business provides repair services of machinery and equipment <br /> <br /> manufacturing services. Currently, workshop X is the oldest and largest workshop in Kuningan area. Consumers of workshop X on the machining workshop business are come from inside and outside the Kuningan area (mainly from Cirebon and Majalengka). Business issues faced by workshop X are price war at the motorcycle business, <br /> <br /> low machine utilization at the machining workshop, and the large potency of market development. Price war is caused by the increasing intensity of competition in Kuningan area and forced the players lower the prices of motorcycle spare parts to attract consumers. Machine utilization is low due to the increasing number of competitors and decreasing in machining service orders from several major consumers of workshop X. The large potency of market development is caused by the rapid increasing in motor vehicle population and the development of infrastructure in Cirebon region. This final project designed strategy for workshop X in facing the business issues at the corporate level, business level, and functional level. Alternatives strategies was <br /> <br /> developed by using Ansoff matrix and selected by using the method of Quantitative Strategic Planning Matrix (QSPM). Chosen strategy is opening new branches of <br /> <br /> motorcycle workshop in Kuningan area, and opening new branches in machining workshop in Majalengka area. Business strategy of workshop X was developed by using <br /> <br /> three generic strategies model from Porter for business level strategies and TOWS matrix for the functional level strategies. Business strategy is cost leadership for motorcycle workshop business and differentiation for the machining workshop business. A TOWS matrix was resulted four groups of functional strategy, they are: operational, human resources, marketing, and financial strategies. New branch opening can boost the sales of motorcycle spare parts and increase machine utilization through the reallocation of machines that previously unemployed. Sales volume of spare parts will provide greater economic benefits of larger scale so that workshop X will be able to hold workshops in vigorous price war that is happening. Opening the workshop in other locations can also capture opportunities when orders are not met because the distance is constrained workshop on potential customers.