PROPOSED ORGANIZATIONAL STRUCTURE TO SUPPORT ORGANIZATIONAL GROWTH (CASE STUDY: ABINAYA BUTIK)

• Main Author: Khairunnisa, Rininta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46593
• Institution: Institut Teknologi Bandung

Abinaya is an Indonesian fashion brand established in 2015 and continue to grow in term of sales units and number of customers. The average sales unit growth reaches 32% every year and the number of customers who register on the official website increases 25% annually. The products offered by Abinaya focus on wedding guest attire. Abinaya had been trying to develop horizontally, to launched abinaya.look in late 2016 and sedjiwa.attire in mid 2018. Abinaya.look succeed in gathering approximately 29.600 followers on Instagram and sold approximately 3.500 units per batch. Sejiwa.attire gather approximately 83.800 followers on Instagram, sold approximately 300 units per batch, and even featured in Bridestory. Both brands only last for a short time even though the market welcomes them because the available resources of the company cannot handle the task needed to maintain operation. In order to resolve the issue, an analysis of internal human resources condition of Abinaya is necessary. Human resource analysis includes job analysis and job design, recruitment and selection processes, employee relations, and human resource planning. The analysis shows that the current organization inhibits the growth of Abinaya. Organization need knowledge about doing business professionally. A strong management team that has necessary knowledge and skills required to introduce new business techniques. The research will aim to restructuring current organizational structured and create clear descriptions. The proposed organizational structure will be designed upon the destination statement stated by management. Task analysis is carried out to describe the activities that must be carried out to achieve the destination statement of Abinaya. Similar tasks later are classified. The classification system will be based on the result of interviews conducted with other fashion brand owners regarding any division which exist in their company organization. The division are human resource, design, production, marketing, and sales. Also, there would need to be CEO, secretary and accountant in the structure. Based on the results of classification, it will show the workload of each division. Division with high workloads need to be expanded so the team is more focused and more efficient at work. The organization structure will be adjusted to the environment, company size, technology, and company’s strategy. Based on the result of the analysis, the best of proposed organizational structure is functional. Researcher provide workflow for Abinaya business as complement to organizational structure. Researcher cascading business process into six sections. The sections include planning, designing, producing, marketing, selling, and evaluation. At the end of the research report, the proposed managerial implication is provided. It includes action plan and budget estimation. The action plan will be based on human resource management and change management. With the implementation of the new organizational structure, it is expected to support the growth of Abinaya.