BUSINESS STRATEGY FORMULATION FOR ELITA INDONESIA WITH REDEFINED ARENAS AND DIFFRENTIATORS USING HIERARCHICAL CLUSTERING

• Main Author: Fadhilah, Muthiah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53577
• Institution: Institut Teknologi Bandung

ELITA Indonesia is a small to medium enterprise that produces and sell embroidered formal fashion wear. It was founded in 2000 by two married owners who run the business up until now. It used to be a conventional business at regional market of Tanah Abang before deciding to shift from wholesaling focus to wholesaling and retailing. The business has been declining in revenue, sales, and net profit due to trend shifting, inefficient management, and unorganized marketing and business strategy. This research is aimed to find the best strategy for ELITA Indonesia. Initial analysis is held through internal analysis to figure out current business situation, external analysis to determine business’ position towards the industry as well as internal-external analysis or SWOT to define strengths, weaknesses, opportunities, and threats of the businesss. The research methodology used in this research is qualitative and quantitative. The data is sequentially analyzed before being put into hierarchical cluster analysis. Generic strategy analysis is also conducted to be matched along with hierarchical analysis after being analyzed by SWOT. By implementing generic strategy of differentiation as the result of the analysis, further analysis is conducted. In diamond strategy that is emphasized on arenas and differentiators, assigned the formulation of activities and strategy that ELITA Indonesia needs to conduct. This strategy is also implemented to a new business model as a final result.