PROPOSED BUSINESS DEVELOPMENT STRATEGY OF PRODUCT DESIGN COMPANY, ANTI FORM

• Main Author: SATRIO B.N (NIM : 29107341); Pembimbing: Dwi Larso Ph.D, KRISTIANUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18811
• Institution: Institut Teknologi Bandung

Beanbag is well-unknown household furniture in Indonesia as a product neither as health instrument. Beside known as fascinating and comfortable household furniture, beanbag can used as health instrument for abdomen post surgery patient and can be used to help children train <br /> <br /> <br /> their motoric cencor. These are the reason for the writer and the owner of Anti Form to produce beanbag. But market response is not good as the prediction and the competitor become more and more. Eventhough the competitor not much but the competition is high in this industry. <br /> <br /> <br /> Facing this business situation, Anti Form as one of design product companies in creative 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 <br /> <br /> <br /> 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 Anti Form to concentrate in product introduction and knowledge transfer by open up booths in shopping center. 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 <br /> <br /> <br /> 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.