PROPOSED BUSINESS STRATEGY (CASE STUDY : PT. SOKA CIPTA NIAGA)

• Main Author: Megavianti, Clarashinta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45770
• Institution: Institut Teknologi Bandung

The fashion industry in Indonesia is currently growing. This condition occurs because consumer tastes has been changed and consumer demand continues to increase. Fashion continues to experience developments both in terms of design, function, and innovation in products. With this situation, socks have also developed into a part of fashion in Indonesia, which has also gained a good place in the fashion industry. In the midst of the development of socks products, Indonesia has a socks company which is the first company to have innovations that have never been done before and even in the world. PT. SokaCiptaNiaga which is a company that manufactures the first halal socks product and has obtained certification of halal products from MUI as the first halal socks in the world. But in the middle development of the socks industry, PT. SokaCiptaNiaga experienced a decline in retail sales in 2018. This study aims to determine the strategy for solving problems that occur at PT. SokaCiptaNiaga, by using SWOT to be able to see opportunities, threats, strengths, and weaknesses faced by the company. The alternative strategies will be formulated based on TOWS, namely product development and market penetration that can be implemented at PT. SokaCiptaNiaga.