PROPOSED BUSINESS STRATEGY FOR HOME AND DECOR COMPANY IN THE MARKET B2B HOSPITALITY INDUSTRY ( Case Study : RUANG RUSA )

• Main Author: PHILISHIA (NIM : 29115246), DEBBY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26435
• Institution: Institut Teknologi Bandung

Ruang Rusa company is home and decor product where beauty, warmth, nature, comfort and elegance meet into a beautiful decoration that decorate the corners of space that designed in a simple and natural style. For company sustainability, and we react about the phenomenon of ‘Shifting Generation’ which shows the existence of demand to expand business to B2B market sector hospitality industry. For company sustainability, as a home and decor company focused on fabrics and crafts, we want to meet the demand in the market sector and enlarge our company scale. We realize that there is a lot of demand in B2B market for this industry but how Ruang Rusa can reach it. <br /> <br /> To solve the problem, we analysis the external conditions use PESTLE Analysis and 5 Porter’s Analysis and internal conditions of the company use RBV Analysis, VRIO Analysis, STP Analysis and Marketing Mix Analysis. Then we use SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) combined with EFAS (External Factor Analysis Summary) and IFAS (Internal Factor Analysis Summary) analysis. The results of the analysis are inputted into the IE (Internal-External) Matrix to find out the position of the company and what strategy should be taken. Based on IE Matrix results, it is known that Ruang Rusa in the build and grow position. <br /> <br /> At the end of the study, Ruang Rusa adopts Horizontal Integration and Vertical Backward Integration for Corporate Level Strategy, Market Focus and Differentiation for Business Level Strategy, and Proposed Marketing Penetration Strategy, Market Development Strategy and New Product Development Strategy for Functional Level Strategy. To implementation of this strategy,we make Ruang Rusa 5 Years Strategy Roadmap Plan, and also Ruang Rusa Short Term Timeline for implementation Marketing Penetration Strategy and New Development Strategy.