STRATEGY FORMULATION FOR READING LIGHTS TO MAINTAIN ITS BUSINESS EXISTENCE

• Main Author: AL RASYID (NIM : 29108329); Pembimbing : Ir. Alibasjah Inggriantara, SE, MM, HARRIS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15864
• Institution: Institut Teknologi Bandung

Reading Lights is a small company that engaged in the imported secondhand bookselling business in Bandung. Besides offering imported secondhand books, Reading Lights also offers food and beverages and a variety of handicraft items. The concept offered by Reading Lights is the bookstore that combined with cafe. Business issues faced by Reading Lights is the level of sales that stagnant, makes difficult for companies to continue to grow. Stagnant level of sales was primarily due to increased competition, accompanied by the threat of new technology and the high bargaining power of buyers. The lack of vision and strategy make difficult for company to maintain its business existence. This final project designed the formulation of strategies for Reading Lights in facing their business issue at the corporate level, business level and functional level. An alternatif strategy for Reading Lights was adapted from generic strategy that developed by Michael E. Porter and <br /> <br /> <br /> selected by using Quantitative Strategic Planning Matrix (QSPM). Selected corporate strategy is stability strategies, by proceeds with caution, which is achieved by investing carefully. Business strategy was developed based on Porter's generic strategies while functional strategies were developed based on the TOWS matrix. Selected business strategy is differentiation focus strategy. TOWS matrix produces four functional strategy which consist of marketing strategy, Human Resource (HR) strategy, financial strategy, and operational strategy. <br /> <br /> <br /> Implementation of this strategy can increase Reading Lights' sales level. Differentiation focus by Reading Lights will reduce the level of competition and bargaining power of buyers which results Reading Lights can increase the number of sales and product prices that offered.