PROPOSED QUALITY IMPROVEMENT FOR KIRANA WEDDING PLANNER TO INCREASE COMPETITIVE ADVANTAGE
At this time, the wedding organizer (WO) business owners in Bandung City grew rapidly. At the beginning of 2005 the number of WO in Bandung was only 5, but now it reaches 110 Wedding Organizer which is officially registered. The total of Wedding Organizer in Bandung shows tight competition in the we...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/35762 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | At this time, the wedding organizer (WO) business owners in Bandung City grew rapidly. At the beginning of 2005 the number of WO in Bandung was only 5, but now it reaches 110 Wedding Organizer which is officially registered. The total of Wedding Organizer in Bandung shows tight competition in the wedding industry. Kirana Wedding Planner is the professional wedding services business and was established on 2008 under the company name Kirana Corporation. Kirana Wedding Planner is one of the famous and oldest wedding planner in Bandung, located at Gemi street No. 8 Cipaganti-Bandung. However, they have declining of sales from December 2017 to June 2018 and also based on internal interview, there are some complaints from the customers.
In order to create an effective and succesful strategy improvement quality, the company should analyze the condition which affect company’s performances. Those analysis is a strategic tool to identify all of external element, internal elements and the customers insight. In external analysis, there are three tools such as Porter’s Five Forces analysis, PEST analysis and competitor analysis. In internal analysis, there are two tools such as Business model canvas and marketing mix 7P analysis. Last is customer analysis using descriptive analysis with depth in interview by phone. After all was analyzed, it resulted in 11 root causes of the decrease in sales and customers complaints.
Result shows the appropriate strategy for Kirana Wedding Planner are do training and people development, hire creative director, design special package of service,and redesign the meeting room. There are 3 models of implementation of the four strategies in order to be able to give choices to the company, which would be in accordance with the capabilities and current conditions of the company so that it can be implemented effectively.
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