THE DEVELOPMENT STRATEGY OF SMALL AND MEDIUM BUSINESS IN THE GARMENT INDUSTRY CASE STUDY : VICTORY MITRA LESTARI

• Main Author: HARLIM (NIM: 29107103); Pembimbing: Dwi Larso Ph.D, VICTOR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17502
• Institution: Institut Teknologi Bandung

Small and medium businesses is the backbone of the Indonesian economy. The small and medium businesses development became rumours that were very important in the Indonesian Country. It heterogenous that the government program was provided in developing UKM As one of the staple supplies, the garment industry in Indonesia had the level of consumption that continued to increase. The management towards this industry became an interesting problem. <br /> <br /> Provided a basis for with the number of perpetrators in the garment industry, the intensity of the competition became very high. The competition strategy in the development of garment efforts to be able to become the interesting topic. <br /> <br /> In the requirement compiled the effective competition strategy was carried out by the external analysis used 5 (five) the strength from Porter's and the internal analysis from the internal interview in the company produced factors that afterwards were mapped used SWOT Matrix. Strategy planning was begun using the formulation of the strategy from Porter's that is corporate strateg, business strategy and functional strategy as well as was equipped by the formulation of the alternative strategy from TOWS Matrix, that furthermore will be analyzed to make the decision making program in order to develop company's strategy. <br /> <br /> Based on the analysis from the external and internal level the company, the business unit from Victory <br /> <br /> Mitra Lestari that was in the garment industry had the level of the intensity of the high competition. The market that was entered was the wide market and required the occurrence of the price war. In the condition for the heavy market, the company better focused to the development towards the marketing strategy in connection with the development of the new product. <br /> <br /> Implementation stage was reached 4 (four) the program recommendation, among them: widened the line of the product creatively, compiled the work program in the planning part and the development of the product, carried out the promotion program and widened the distribution channel geographically.