PROPOSED NEW BUSINESS STRATEGY TO SUSTAIN THE EASTGLORY BRAND BY CHANGING BUSINESS MODEL FROM BUSINESS TO CONSUMER (B2C) INTO BUSINESS TO BUSINESS (B2B)

• Main Author: Naomi Fatima Rachman, Raisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50768
• Institution: Institut Teknologi Bandung

The online fashion industry is growing rapidly in Indonesia. Therefore EastGlory is try to take the advantages of these opportunities. However, so many competitor also saw the opportunity. EastGlory has been selling online and offline for 20 moths. Many challenges must be faced to be able enter this industry. Therefore, through this research, EastGlory needs to evaluate and determine what the best strategies to be maintain, imporved and added to keep sustain the EastGlory’s business itself. Through this research, EastGlory will evaluate the company’s external and internal factors and looking the right strategy to implement as a resulted. External analysis using I/O model, analysing the industry and competitiveness. The research proves that EastGlory has difficulty to entering the industry itself, where many competitors already become a market leaders and from an internal perspective it also makes it difficult for EastGlory to enter the industry. Therefore, through this research, EastGlory seek to capture new opportunities that is changing the business model from B2C to B2B. This change in business model makes some aspect need to be adjustment such as product diversification, marketing and capital. Through B2B, EastGlory will offer products according to the company needs. The strategy that used are business level strategy, functional strategy and operating strategy. All things are need improvement. The marketing strategy will using online and offline by start to make a awareness. Hopefully, through the deepening of the research result and implementation the strategy, EastGlory can continue to grow and the earn the income beyond the expectation and can work with companies to make a product that needed by the company.