ii PROPOSED BUSINESS DEVELOPMENT STRATEGY OF TRADE COMPANY, WINDO Batik

• Main Author: SURYANTA PERDANA (NIM : 29107088); Pembimbing: Dwi Larso Ph.D , ERWIN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18420
• Institution: Institut Teknologi Bandung

Batik as cultural product became attention entire world after being strengthened as the world’s cultural heritage non object on October 2, 2009. This strengthening triggered batik business become more competitive, so that any business people should make breakthroughs to scrutinize the market. These days batik is not a luxury that can only be owned by certain circles, but already popular in the community at all levels. <br /> <br /> <br /> Facing this business situation, WINDO Batik as one of trade companies in batik retail industry, need strategy planning to increase competitive advantage. In order that strategy planning can be effective, the company must identify external and internal factors that influenced the competitive capacity. Internal factors was identified through observation and interview with the owner, whereas the identification of external factors through PEST Analysis (Politics, Economics, Social, Technology), SWOT Analysis, and Porter’s Five Forces Analysis. <br /> <br /> <br /> Through these analysis, formulated corporate strategy that propose WINDO Batik to concentrate in market penetration such as opening functional branch. Business strategy that propose combination between competitive strategy and co-operation strategy such as establishing value chain partnership with supplier in order to get lower cost. Functional strategy embrace creation of separation tasks such as carry out promotion activity and compiling control system. <br /> <br /> <br /> Implementation of these strategies should notice two important keys: staffing and leading. Several recommendations in this implementation: recalculate company asset, develop training activity, design control system, carry out marketing activity, develop store identity, and design business development agenda.