PROPOSED BUSINESS STRATEGY FOR A SMALL MEDIUM ENTERPRISE (SME) IN MUSLIM FASHION INDUSTRY CASE STUDY: WANOJA HIJAB

• Main Author: Naufal NIM 29116441, Ariq
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25789
• Institution: Institut Teknologi Bandung

Wanoja Hijab is a Small Medium Enterprise (SME) which engaged in the Muslim fashion industry. Wanoja Hijab was established in January 2017 by a couple named Mr Asep and Mrs Ulfa. Wanoja Hijab, which uses agents as distribution channels of Wanoja Hijab products, initially only has 20 agents, most of whom still have family relationships with Mr Asep and Mrs Ulfa. Those 20 agents which spread across various parts of Indonesia have attracted people to join as agents of Wanoja Hijab. In the beginning, Wanoja Hijab sells Muslim fashion products with quality and design level with brands that sell premium products like Uptodate and Safira at a cheaper price than those brands. In the first 6 months of sales, Wanoja Hijab experienced a huge sales increase. That makes people interested in investing in Wanoja Hijab. Until in the fifth month, Wanoja Hijab gets an investment value of 500 million rupiah and the money is used to make more quantities of their products. But, problems arise when post-Eid Fitr demand from Wanoja Hijab products decreases dramatically and causes product buildup. <br /> <br /> <br /> <br /> To find out the problems and conditions of Wanoja Hijab, internal and external analysis steps are taken, as well as root cause analysis. From the analysis results obtained that the problem due to Wanoja Hijab does not have the right product for sale during the low season, such as in the period of post-Eid Fitr time. Besides that, the other weaknesses are an internal process that is not structured properly, the accumulation of goods and the absence of capital. While the strengths of Wanoja Hijab are their wide distribution channels and their designers, and also distributors are good. Whereas their opportunities are an improved economic condition and a good brand image. Meanwhile the threat to Wanoja Hijab is the number of emerging new competitors. <br /> <br /> <br /> <br /> Strategic design is undertaken to solve the problems and also to increase the profitability of Wanoja Hijab. In terms of business strategy, Wanoja Hijab should use differentiation strategy. From the planned strategy it is designed an action program that contains about the improvement of internal process, such as improvements to the inventory process that was previously still manual for the future should use the system and also the barcode on each item of its product.Wanoja Hijab should arranget and evaluateeach agen agent by standardizing and also creating terms and responsibilities of each agent.And the last is creating new product design and marketing strategy from Wanoja Hijab which is suitable for each month. <br />