PROPOSED BUSINESS STRATEGY TO BATIK FRACTAL

• Main Author: Natasia, Astrid
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49193
• Institution: Institut Teknologi Bandung

Batik Fractal is the company that provides a customization of batik uniform along with batik corporate gift and merchandise, however the company has low sales due to lack of its business strategy because the price of batik uniform is too expensive, have a few of customers, late of production scheduled as promised, too dependent on push marketing and failed in Differentation area as its strategic positioning, The purpose of this research is to find a suitable business model to Batik Fractal to gain a sustainable revenue in the future. This research uses SWOT analysis and Diamond Strategy framework, the data collection using qualitative methods via interview with governmental institution, State-Owned Company, and private company. The research findings shows the behavior of stakeholders wants the items arrived fastly, quickly answered when they asking for product spesifications because of the limited time they have to choose a vendor and get a low prices when buying products in large variants with big quantities. Therefore, Batik Fractal should choose a Focused Cost Leadership as the new business strategy, which means creating business that requires a low duplication cost.