BUSINESS STRATEGY OF BWP TO COMPETE IN CLOTHING INDUSTRY

• Main Author: ALDONINO (NIM 29115359), BIMO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21437
• Institution: Institut Teknologi Bandung

BWP is a company in T-shirt industry that produce designed t-shirt and customized t-shirt. BWP was <br /> <br /> <br /> <br /> <br /> founded by Ardin Nurbi Narendra in January 2016. <br /> <br /> <br /> <br /> <br /> The company faces decreasing and unstable sales in the early 2016 until mid-2016. The founder gets <br /> <br /> <br /> <br /> <br /> some feedback from customers that drive them to develop new product. BWP’s founder believe the <br /> <br /> <br /> <br /> <br /> company have to be analyzed from the internal of company and external factors to create strategy that <br /> <br /> <br /> <br /> <br /> can help to develop suitable product for solving the problem. <br /> <br /> <br /> <br /> <br /> To analyze the condition, this research implements some methods which are VRIO method, Product <br /> <br /> <br /> <br /> <br /> lifecycle method for internal analysis that defines the condition of BWP’s business and product. For <br /> <br /> <br /> <br /> <br /> external, this research is using PEST and Porter’s Five-Force analysis to figure out the company <br /> <br /> <br /> <br /> <br /> condition in the arena and industry as these factors give big impact to the company condition. The <br /> <br /> <br /> <br /> <br /> author also develops surveys for BWP’s new product that will be developed to formulate the fit <br /> <br /> <br /> <br /> <br /> strategy in developing new product. In implementation and execution the strategy, it will be based on <br /> <br /> <br /> <br /> <br /> TOWS Matrix and Product component Theories. <br /> <br /> <br /> <br /> <br /> Clothing Industry is on the position that there are many player in the industry, it makes BWP should <br /> <br /> <br /> <br /> <br /> compete with many competitors, because of that BWP must develop new product to improve their <br /> <br /> <br /> <br /> <br /> sales condition. It is include material variation, price variation, new platform, marketing campaign, <br /> <br /> <br /> <br /> <br /> new label, new packaging, ordering processes, new feature to customize design, new BWP’s design <br /> <br /> <br /> <br /> <br /> and formulate the implementation plan that consider scheduling, economic factors, and management.