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The technology has been growing rapidly, not only for physical technology (hardware technology) but also for non-physical technology (software technology). Internet is one of non-physical technology which growing rapidly around the world. The existence of the Internet had a positive impact on the bu...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/16042 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The technology has been growing rapidly, not only for physical technology (hardware technology) but also for non-physical technology (software technology). Internet is one of non-physical technology which growing rapidly around the world. The existence of the Internet had a positive impact on the business, the emergence of E-Commerce. E-store which operates online can facilitate the reducing of various costs such as rent office, staff salary, promotional, inventory, overhead cost and can operate for 24 hours with a wide market all around the world who connected with Internet. On the other hand, Internet makes market to be "smarter" because of the availability of many information which can be obtained from various sources on Internet. So that, the competition is very tight and market is very sensitive to certain factors such the comparison between price and quality. In addition, the number of substitutes, the low level of entry barrier, as well as dissemination of negative information about the company can be easily done by anyone, anywhere, and will give bad impact to the company's existence. This research aims to provide an effective strategy proposal for PND Boutique to improve the company's competitive advantages in the tight rivalry among the industries. The approaches used in this research are SWOT analysis, TOWS matrix, Porter's five model and questionnaire of characteristics of PND Boutique’s buyers. The result of this research concludes that the company should be able to make decision with systematic strategy, from corporate strategy, business strategy, and functional strategy both long term and short term. Company's corporate strategy in the short term is to expand the market into two locations such as community forum of Kaskus, and social networking website of Multiply. Besides that, the company should do diversifying concentric with the <br />
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development of Banana Sugar (an online store that provides products of local fashion) and Classic Forever (an online store that provides second-hand products of fashion) in the long term. While the company also do differentiation focus strategy by forming alliances. Those strategies are transformed into functional strategy that will be breakdown into programs that will be scheduled and estimated about the demand of its resources, both human resources and budget needs. |
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