DEVELOPING BUSINESS STRATEGY FOR HAPPY KNIT BRAND

• Main Author: Sutrirasa Pratiwi, Rully
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41358
• Institution: Institut Teknologi Bandung

This paper entitled “Developing Strategy for Happy Knit Brand”. The aims of the present research are to examine the internal and external business condition of Happy Knit. Furthermore, this research is also aimed which strategy that are needed to be implemented in this business in entering the market and gaining the segmented customer. Happy Knit brand is a starting-up company that will sell self-design knitwear for women to look stylish on their daily life. Happy Knit was established in 2018. Happy Knit provide a first class quality product. Based on the data gathered from Indonesian minister of trade in dipjen.kemendag.go.id shows the knitwear demand is increasing significantly in fashion todays, which means that the market of knitwear today is interesting to get into. Happy Knit is one of the brand that want to take the opportunity in Indonesian fashion industry, more specific in knit material fashion. Many fashion brand in the market today, competition will arise and the company should develop a strategy to compete, capture market opportunity and reach the potential market. Additionally, a qualitative method involving internal and external analysis, market opportunity analysis and development diamond strategy was applied to answer the research questions. In internal analysis this research use the method analysis of segmenting, targeting, and positioning (STP). Business Canvas model (BMC) to helps the company in describing the rationale of how an organization creates, delivers and capture values. In external analysis, this research use the method analysis of Porter’s five forces, competitor analysis and market analysis. Strategy development in this present research is use the Diamond strategy. The data were obtained by observation, surveys, and conducting interviews with the customer and competitor to obtain further information for deeper analysis. After the internal and external research were conducted then the SWOT use to analyse the company position on market. This research found out that there are several new development strategies that should be implemented by Happy Knit brand in capturing the market. Depend on the proposed solution, Happy Knit will develop product variety to gain the target customer. while to boost brand awareness that impactful to raise sales performance Happy Knit will develop the channel distribution by planning the social media and ecommerce optimization, involving innovative concept and innovative content promotion ideas. Collaborative marketing, product collaboration and product development are another strategy that will used by Happy Knit to win the market.