ANALYSIS OF BUSINESS DEVELOPMENT STRATEGY (STUDY ON INDONESIAN HOME DECOR CREATIVE INDUSTRY IN JAVA)

• Main Author: anggi soniawati, Nenden
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/48251
• Institution: Institut Teknologi Bandung

In this study, we will research the home decor industry in Indonesia. The home decor industry is part of the creative industry in Indonesia. Indonesia's creative research is currently developing and growing in a positive direction, with data showing an increase in the number of workers in the creative industry, thereby showing growth the good one. Home decor as one of the subsectors of the creative industries also shows that the home decor industry is also developing. The home decor company chosen for this research is a company that is currently exporting its products and has offices located in Java. The companies in the objects of this research were Amygdala Bamboo, Studio Dapur, Elina Ceramics, Kriya Nusantara, Taskuni, and Ruby Craft. The companies have been exporting to various countries such as Europe, Asia and America. The method used in this research is qualitative method. Data collection uses the interview method where the questions given to each company are the same so that they can be measured in a focused manner on the conditions that occur. The results of the interviews given are analyzed by looking internally and externally from the company, then looking for solutions to business problems that occur. The analysis uses PESTEL (political, economic, social, technological, environmental, and legal factors) and Porter's Five Forces for external analysis and uses VRIO (valuable, rare, imitate, and organized) and Value Chain Analysis for internal analysis. After the analysis, it can be seen the problems that occur and find a solution. Based on research shows the results that as a whole the home decor industry is experiencing problems from external parties in the form of assistance from the government which is still lack and the rules for certification that are felt by some parties to be enough to burden the home decor industry to develop. Then the solution is to collaborate with third company where the certification and shipping and has better coordination between the government and employers. Whereas based on the company's internal problems, there are some problems with the quality of raw materials that difficult to obtain and have skilled human resources. The solutions can be implemented right by holding regular training and working closely with suppliers of raw materials.