BUSINESS STRATEGY FORMULATION FOR HUMBLEZING TO OBTAIN SUSTAINABLE COMPETITIVE ADVANTAGE IN COMPETITIVE MARKET
Building a sustainable competitive advantages is crucial to winning the competitive fashion industry. The purpose of this study was to design a business strategy to create the sustainable competitive advantage. Research initiated by analyse the external and internal factor of the company includin...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41228 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Building a sustainable competitive advantages is crucial to winning the competitive fashion
industry. The purpose of this study was to design a business strategy to create the sustainable
competitive advantage. Research initiated by analyse the external and internal factor of the
company including PESTEL analysis, Porter’s five forces, competitor analysis, Porter’s value
chain analysis, Resourced-based view and VRIO analysis. The methodological approach that
used are integrating quantitative and qualitative data. Observation and questionnaire data will
be collected to generate the SWOT matrix, TOWS matrix, Porter’s three generic strategies,
Proposed business model canvas, and Proposed sustainable competitive advantages. The result
showed that the best strategy for Humblezing can be tailored to sustain the business in
competitive environment is focus differentiation. Where the company will emphasize the
innovation in terms of product, variations, excellent customer service, digital marketing and
brand communication. Then the sustainable competitive advantages will be obtained through
powerful brand value, prospensity to innovation, customer co-creation and loyalty, and also
the management system. |
|---|