DEVELOPING NEW PRODUCT CONCEPT IN LA BUCATO SMART LAUNDRY

• Main Author: Santoso Halim (19214001), Stefanus
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24378
• Institution: Institut Teknologi Bandung

The service sector in Bandung is one of the prospective and attractive sectors for investors. One of the <br /> <br /> growing services businesses around the city is a laundry service. The development of large-scale vertical <br /> <br /> shelters in Bandung is one factor that causes laundry service companies to appear. Labucato Smart <br /> <br /> Laundry which is a strat up company that is still in its initial growth. In order to strengthen its <br /> <br /> competitive position in the laundry service industry, La Bucato Smart Laundry developed a new product <br /> <br /> concept with technology development as the main innovation of the new product. The concept still <br /> <br /> requires improvements in the technical and market aspects. This study specifically examines customer <br /> <br /> perceptions of new product concepts that are being developed by La Bucato Smart Laundry, which can <br /> <br /> then be informed about whether or not the customer's perception is appropriate to the value of the <br /> <br /> product. Bucato's plan to release new products in the future requires information about customers' <br /> <br /> willingness to adopt the new product. This research is descriptive research with qualitative and <br /> <br /> quantitative approach. The analytical tool used is descriptive statistical technique. Data collection by <br /> <br /> questionnaire distributed to La Bucato customers, those who used La Bucato services at least twice a <br /> <br /> month during September, October, and November 2017. The questionnaire contained some questions <br /> <br /> about the demographic status of respondents and their perceptions to new product concepts being <br /> <br /> developed by La Bucato. The indicator of the new product attribute encompasses the features, functions, <br /> <br /> and benefits of the new product. This research only discusses La Bucato Smart Laundry in Jarrdin <br /> <br /> apartment located on Cihampelas street in Bandung city. The focus of the discussion is on the new <br /> <br /> product concept which will be developed by La Bucato Smart Laundry in the near future. The results <br /> <br /> showed that the majority of customers have a positive perception of the new La Bucato Laundry product <br /> <br /> concept. It also shows that the majority of respondents want a new product launch within the next 1-3 <br /> <br /> months. Based on these findings, La Bucato Smart Laundry can determine the right business design to <br /> <br /> be implemented from several business design alternatives. Based on the design that has been selected, <br /> <br /> La Bucato Smart Laundry will be able to implement that plan, both short and long-term along with <br /> <br /> resource requirement that must be prepared by the company.