PROPOSED BUSINESS STRATEGY FOR NEW BUSINESS IN MUSLIM FASHION INDUSTRY (CASE STUDY: QUIN)

• Main Author: Belinda Heritasya, Quincy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53469
• Institution: Institut Teknologi Bandung

In the era of a competitive market, starting a new business might be demanding and challenging. A company can have a low position in an attractive industry and be better off than a company with the right place in an unattractive industry. Indonesia is one of the top three countries with a massive expenditure on Muslim apparel cities, indicating a potential sector to develop the Indonesian economy. The popularity of Muslim fashion and hijab in Indonesia has shown a significant increase (Global Business Guide Indonesia, 2016). QUIN is a Small Medium Enterprise (SME) from Bandung that engaged in the textile trade for the Muslim hijab in Indonesia. She offers a product that elevates religious values combined with an element of beauty. The increasing number of hijab brands, a massive amount of fabric suppliers and vendors is one proof of Bandung as a potential city to start a fashion business. To create a business in Indonesia, QUIN needs a strategy because the Muslim fashion industry has high competition in Indonesia. This study aims to develop the right business strategy for QUIN to create a new business. The researcher uses observations and in-depth interviews with potential customers and business competitors to obtain primary data in this research. The collected data is then used as external data together with Customer analysis, Competitor analysis, and Porter's Five Forces analysis. Internal analysis is used to analyze the company's current internal conditions. Internal analysis uses analysis of Business process analysis and VRIO analysis. After conducting external and external analysis, the researcher uses SWOT to evaluate its internal weaknesses and strengths and opportunities and threats in the external environment. Based on SWOT analysis, the researcher applied it to the SWOT analysis scoring to find the current business position of QUIN. Afterward, the suitable Value proposition canvas and Business model canvas for QUIN has been designed. As a conclusion and implementation plan, the business model is arranged into a one year and budgeting program for QUIN. The timeline contains business plans and the budget that should be paid for all the plans.