BUSINESS MODEL AND DEVELOPMENT STRATEGY FOR MEMORABLE SCRAPBOOK AS LOCAL CRAFT COMPANY THROUGH MARKET RESEARCH

• Main Author: NATASHA HUTABARAT )NIM : 29112078);Thesis Advisor: Dwi Larso, Ph.D , HANNA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18594
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> <br /> <br /> Scrapbook is one form of craft that is not only used as a way to get through a period of <br /> <br /> <br /> <br /> <br /> time, but also designed to deliver the future of life as we know or live in the present, as well as to <br /> <br /> <br /> <br /> <br /> capture the important moments in life. Besides of a collection of photographs, scrapbooks also <br /> <br /> <br /> <br /> <br /> include other things such as appealing decorations, artifact objects such as important notes and <br /> <br /> <br /> <br /> <br /> personal touch. Currently, Memorable Scrapbook is a start-up company that is facing important <br /> <br /> <br /> <br /> <br /> issues in the market. Business issues faced are the stagnant and low enhancement of market <br /> <br /> <br /> <br /> <br /> segment, competition among scrapbook companies, and product quality standards to reap target <br /> <br /> <br /> <br /> <br /> market. <br /> <br /> <br /> <br /> <br /> Based on these issues, Memorable Scrapbook is offering new strategy in development. <br /> <br /> <br /> <br /> <br /> The data to support the business issues are collected relating to current business condition of <br /> <br /> <br /> <br /> <br /> scrapbook, potential consumers, and market situation of scrapbook development in Indonesia. The <br /> <br /> <br /> <br /> <br /> collected data consist of primary data from potential customers and secondary data from literature <br /> <br /> <br /> <br /> <br /> review. Data related to market response and Indonesian people tendency of local craft products are <br /> <br /> <br /> <br /> <br /> also collected. The data then analyzed through external and internal approach. The external <br /> <br /> <br /> <br /> <br /> assessment used 5 C’s Analysis and Porter’s 5 Forces Analysis as the tools. Then internal <br /> <br /> <br /> <br /> <br /> assessment used 7 P’s Analysis and Business Model Canvas as the tools. From both assessments, <br /> <br /> <br /> <br /> <br /> the problem obtained is the market of scrapbook in Indonesia is not too large, so the players <br /> <br /> <br /> <br /> <br /> competing in it are tight enough and there is significant rivalry among existing companies. Then <br /> <br /> <br /> <br /> <br /> that becomes the root causes, which is the intense competition in the small market of scrapbook <br /> <br /> <br /> <br /> <br /> industry, whether Memorable Scrapbook differentiates itself as a scrapbook company with local <br /> <br /> <br /> <br /> <br /> flavor being accepted in the market of Indonesia. <br /> <br /> <br /> <br /> <br /> In order to solve the problems, Memorable Scrapbook needs to conduct market research <br /> <br /> <br /> <br /> <br /> and business model canvas development. Memorable Scrapbook pursued a strategy of <br /> <br /> <br /> <br /> <br /> differentiation, by positioned itself as a local scrapbook company that use local materials and have <br /> <br /> <br /> <br /> <br /> natural style. The development will be reviewed further in New Business Model Canvas as the <br /> <br /> <br /> <br /> <br /> advanced strategy. <br /> <br /> <br /> <br /> <br /> Solutions obtained could be used for Memorable Scrapbook guidelines to make <br /> <br /> <br /> <br /> <br /> implementation plan in product development. Business development strategies are divided by two <br /> <br /> <br /> <br /> <br /> stages of action plan, which are short-term plan and long-term plan. Memorable Scrapbook will <br /> <br /> <br /> <br /> <br /> develop the business system that is no longer with scrap-for-hire system only, but also start to <br /> <br /> <br /> <br /> <br /> produce its own materials. The company will not directly change its appearance into local and <br /> <br /> <br /> <br /> <br /> natural style all at once, but gradually integrates with western-style design formerly, in order to be <br /> <br /> <br /> <br /> <br /> accepted by society. For long-term plan in the next three to five years, Memorable Scrapbook will <br /> <br /> <br /> <br /> <br /> go local completely, particularly by the materials produced and used. The company will not only <br /> <br /> <br /> <br /> <br /> deliver the products online, but also will open an offline store that sell ready-to-use scrapbook <br /> <br /> <br /> <br /> <br /> materials. So that it can be accepted by the market and continue to innovate to be the first local <br /> <br /> <br /> <br /> <br /> scrapbook company in Indonesia, which is able to survive and grow increasingly. <br /> <br /> <br /> <br /> <br /> Keywords: Scrapbook, Craft Business, Business Model, Market, Local.