PROPOSED BUSINESS SOLUTION FOR BAG APPAREL INDUSTRY (CASE STUDY IN VISINDO)

• Main Author: Ramadhan Pamungkas, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50347
• Institution: Institut Teknologi Bandung

In the current fashion, the rise of the creative industry phenomenon has become the attraction of many parties, including fashion and handicraft industry. This is what motivates Mr. Surya to create the Visindo bag brand. After 9 years of competing in this bag business, Visindo experienced a quite big decline in sales in the last 5 months of 2019. In this study, after analyzing and identifying the problem, it is estimated that the main problem of the Visindo bag brand is the ineffectiveness of their strategy and marketing activities. To identify and find the root of the problem, this study uses external and internal analysis. For internal analysis, a resource-based model approach is used in which this method is used to analyze Visindo's resources, capabilities and value chain. Whereas the external analysis used in this study is general environment analysis, Industry environment analysis and competitor analysis. Data were collected using direct observation and interviews to complete the details. Data regarding business flows, production processes, incoming and outgoing activities, as well as sales data are needed to form the basis of this study. Then the study analyzes the SWOT component, after the analysis is conducted the main cause of this problem is lack of the brand awareness and that is because the company was only rely on online advertisement which is Facebook Ads yet they did not do it effectively either and not able to come up with a marketing strategy based on the recent market trends and tools. Furthermore, TOWS matrix is created to get a proper strategy. Based on the problem, there are 3 main alternative solutions (includes 7 sub-alternatives) that will be given to Visindo as their alternative strategy. There are maximizing online advertisement platform which include Facebook, Instagram and Google Ads, establish a print on demand service and collaborate with social media influencer. The final chapter was to describe the implementation plan of the alternative strategies that have been proposed before. The plan is consisting of details activities for each strategy, the person or division in charge to perform it, the budget for each activity and also the timeline schedule for each activity. Alternative strategies that have been made were expected to be a solution for the problems