BUSINESS STRATEGY DEVELOPMENT FOR SME USING DIGITAL TECHNOLOGY IN DIGITAL ECONOMY ERA: GUDANG PAKAIAN DALAM CASE STUDY

• Main Author: (19015083), Rendi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30308
• Institution: Institut Teknologi Bandung

Small Medium Enterprises(SMEs) have always a key strategic role in Indonesia economy. Despite of <br /> <br /> its contribution, SMEs have problem in becoming more productive and developing itself. Current shift <br /> <br /> in business that shown in goods consumption to experience consumption and offline shopping to online <br /> <br /> shopping causing a lot of company closed its operations. This research focus on determining a suitable <br /> <br /> strategy for a Small Medium retailer/wholesaler called Gudang Pakaian Dalam that operates in <br /> <br /> undergarment industry. Data collected in this research is based on interview with the owner of Gudang <br /> <br /> Pakaian Dalam. From the data collected, data analyzed by doing environmental scanning, SWOT <br /> <br /> analysis, and Grand Strategy Matrix to determine the most suitable strategy for Gudang Pakaian Dalam. <br /> <br /> At the end, Gudang Pakaian Dalam to pursue diversification strategy by using digital technology. <br /> <br /> Develop marketing, operation, human resource, and financial function to develop its competitiveness <br /> <br /> in current business environment.