PROPOSED BUSINESS STRATEGY IMPROVEMENT FOR BRIDESTORY IN ORDER TO COMPETE IN PHILIPPINES

• Main Author: Fatwa Hakiki, Aldina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34063
• Institution: Institut Teknologi Bandung

PT. Cerita Bahagia (Bridestory) is a company runs in the business in online marketplace. Bridestory, based in Jakarta, was founded and launched in April 2014. Bridestory (PT. Cerita Bahagia) is an inspiring and resourceful online global wedding directory and marketplace that helps to connect wedding professionals and vendors with engaged couples around the world. Bridestory has two kind of platforms, which are web-based and app-based platform, that can be accessed by users with no cost. Aligned with Bridestory’s vision to be global platform, Bridestory expanded its business to Philippine. Bridestory faced with a problem according to the number of marriages and Philippine and number of leads of Bridestory’s platform. Therefore, the purpose of this research is to improve the right strategy for Bridestory as a global company and to compete in Philippines. Primary and secondary data is being collected to develop the right strategy. The data is being analyzed to get clear insight about internal and external situation of the company, which next will be used to support SWOT analysis. Then deeper analysis is being done with diamond strategy. The results of this research are (1) as a global company, multidomestic strategy is the right strategy to be implemented by Bridestory. (2) Based on the three most affecting factors in making decision to choose the wedding vendor (price, portfolio, and review) and connected with SWOT analysis, Bridestory is in a favorable position compared to competitors and differentiation is the right strategic position to compete in Philippines. (3) To support those strategies, Bridestory can change its organizational structure design from functional to multidivision structure.