BUSINESS DEVELOPMENT STRATEGY TO INCREASE MARKET GROWTH AT YANTI LUHUR COLLECTION BOUTIQUE

• Main Author: PENI LUHUR WIBOWO 29116323, PUTRA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30014
• Institution: Institut Teknologi Bandung

Small Medium Enterprises (SMEs) are prioritized at the present time, because every effort in the business must follow and be ready to face changes that occur inside and outside of the business, whether changes in the economy, technology, politics, and culture. SME is an economic activity undertaken by an individual or a business entity in order to produce goods and services for commercialization. <br /> <br /> <br /> This study aims to identify internal and external factors of SME at Yanti Luhur Collection Boutique It starts with description about marketing mix consisting of product, price, promotion and place, so as to create some strategies in which the priorities will be used and will be analyzed using Analysis Hierarchy Process (AHP). This research shows the development strategy that can be done by Yanti Luhur Collection Boutique so it can grow and develop into a competitive enterprise. This research was conducted by using Strength, Weakness, Opportunity, and Threats (SWOT) and Analytic Hierarchy Process (AHP) analyses. The method used in this research is descriptive. The process of how the data obtained was by in-depth interview with the owner of the boutique and by using a weighted method with paired comparison that is weighting by comparing each factor of internal and external strategy of the organization by conducting a survey of 30 respondents and continued with a survey of 5 expert respondents for AHP. <br /> <br /> <br /> Based on SWOT and AHP, it is found that priority strategy that must be done by the boutique is using production technology so that it can improve the product quality and using internet technology to market the product and eases the consumers in knowing the resulted product (S8). In addition to it, fixing, improving and adding variety of products are also important so that the business can expand the distribution network in entering new markets through cooperation between SMEs and overseas market (S1). Another step is by making innovations on product variations so that they can compete with similar businesses (S7). <br /> <br /> <br /> The next step is to choose a business location that is close to the raw materials to reduce the threat of insufficient infrastructure (S6). The business also needs to utilize trainings from government so that SMEs are more aware of online marketing, production process, business management, and cooperation between SMEs (S4). <br /> <br /> <br /> Improving competency of human resources by joining trainings provided by local government is also necessary to increase product quality (S2). Another thing to be done is by cooperating with group associations to increase sales and promotion continuously and to increase consumers' loyalty to the products produced (S5). It is also important to improve good cooperation among all parties related, SMEs, Business Group Associations and Government to create competitive SMEs (S9). Last but not least, the business should also utilize its capital to create promotions to new customers such as special discounts, and should facilitate customers if they want to order its products via internet, phone and text messaging. (S3). <br /> <br />