PROPOSED BUSINESS STRATEGY FOR GENESA SPORTS IN ORDER TO SUSTAIN COMPETITIVE ADVANTAGE IN SPORTS APPAREL INDUSTRY

• Main Author: Andika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42541
• Institution: Institut Teknologi Bandung

Genesa was founded in 29 December 2017 by Muhammad Bagus Aditya and Co-Founded by Andika and Sergi Andiva. At the beginning, Genesa only focused on providing football jersey, but in the journey Genesa start to produce football jacket or tracksuit, training kits, and also football socks. Genesa located in Kemiri Muka, Depok. Genesa main business is producing football jersey that unique, detail, and high quality football jersey to its customer. Customer can make their football jersey in Genesa according to their design and preference. Then, Genesa will redesign, add some detail and produce the jersey. There are two types jersey sold in Genesa, the first one is customized jersey that come from pre order according customer’s desire. The second one is retail jersey that come from collaboration Genesa with other party whose jersey can be sold, or retail jersey that came from Genesa product development. Genesa customer segments range from the supporter, football team, soccer school, and also jersey collector. Genesa gets its revenue primarily form custom order, where customers order to Genesa to produce football jersey that they want. Genesa depends on quantity to create higher revenue. The order still fluctuates within the period from it’s found until the research conducted. This condition has impacted Genesa sales performances which obstructs Genesa in generating revenues. Several analyses conducted such as PORTER’s five forces model and PESTEL analysis to analyze external condition and competitor analysis conducted to understand the condition of competition in the industry. To explain the internal environment VRIO analysis, STP and Business Model Canvas will be used. The researcher conducted an interview, survey, and observation with stakeholders to gather all important information needed to frame the business issues and formulate the strategy. Porter’s generic business strategy used to know what strategy that more suitable for Genesa, cost leadership or differentiation strategy. It will be completed with TOWS matrix, and diamond strategy to identify strategic option before developed into new business model canvas. The implementation plans that will be carried out as time schedule plan which divided into short term and long term plan base on the business solution formulation that will become guidelines to execute business strategy of Genesa Sports.