BUSINESS STRATEGY AND PRODUCT DEVELOPMENT USING LEAN STARTUP FOR FASHION BUSINESS (CASE STUDY: HYJK)

• Main Author: Fathoni, Alvian
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45581
• Institution: Institut Teknologi Bandung

The fashion business has become the number one purchase in Indonesian e-commerce. The number of fashion or clothing purchases shows 48% of the population of online shoppers in 2018. From this development, it can be seen that the fashion business has a high demand rate. HYJK is a fashion business in the field of outerwear that sells jackets that adopt military clothing in Bandung. As a startup business, HYJK faces challenges to penetrate the industrial market in the tight fashion business competition. With a tight industry and limited capital, HYJK needs to find an effective and prolonged strategy so that HYJK can be accepted and can adjust its products to the market needs trends. The impact of the problem on HYJK is that sales do not meet targets. There are many products that are not sold, causing losses due to greater marketing expenses. To prevent losses for further sales, HYJK needs to know the cause of the sales impact that does not meet expectations. Is that because the product does not fit the needs of customers, promotions and marketing programs that are not effective, or other problems that make that impact. To analyze and solve these problems, this research is needed. The purpose of this research is to get feedback and reality that happens to customers so that effective and sustainable strategies can be created to develop a better company. The analysis used in this study uses two data collections. Primary data was collected using the Lean Startup methodology by conducting in-depth interviews with HYJK respondents while secondary data was collected by analyzing internal and external analysis. The internal analysis used is to use 7Ps Marketing Mix analysis, Value Chain Analysis, and VRIO analysis which aims to better understand the condition of HYJK companies. The external analysis that researchers use is the PESTLE analysis, Porter Five Force and STP analysis, to find out the surroundings in the HYJK company. SWOT analysis and Business Canvas Model are also used to produce effective and prolonged strategies from the TOWS Matrix and Blue Ocean. The results obtained from the analysis and interviews, HYJK needs to improve the consumer experience, provide consumer guarantees for products, adjust to buy power, and strengthen content related to product differentiation exposure as a strategy to neutralize urgent and important problems.