PLANNING FOR DEVELOPMENT STRATEGY FOR SMALL AND MIDDLE BUSINESS IN MERCHANDISE INDUSTRY

• Main Author: NOVIANDARI DWI RAHAYU (NIM : 29108078); Pembimbing : Dwi Larso Ph.D, BENA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15148
• Institution: Institut Teknologi Bandung

Micro, small, and medium business nowadays is highly improving. This condition then caused the micro, small, and medium business becoming very important to Indonesia's economic. Plenty government programs were provided in order to develop UMKM in Indonesia. <br /> 'Badfatcat, inc!' is a small business in creative industry focusing on graphic design. The business unit move in graphic design and merchandise. But, because of lack in sources and lost sales, merchandise business unit was closed for a moment. And then, in July 2010, this business unit will be re-open. To identify the core problem which caused the situation in 'Badfatcat's merchandise business unit, a research has been conducted to the internal and external environment of the company. From the results it is known that there is a lack, especially on the operational and the marketing which then caused sales loss. The lack of promotion and the unfocus product also caused the potential consumers not became interested. That is why a new step needed to be taken is by correcting the segmentation, targeting, and <br /> <br /> <br /> positioning. Followed by correcting the marketing mix which will be focusing on correcting the promotion and the product, also using the nowadays technology. The solutions which will be implemented consists of promotion solution, product correction, and improvement in operational system which will be done on July 2010.