PROPOSED BUSINESS STRATEGY TO GAIN COMPETITIVE ADVANTAGE OF GREATSTUFFTOBUY

• Main Author: Faradita Apriliani, Weny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61622
• Institution: Institut Teknologi Bandung

During the pandemic of Covid-19 and supported by healthy protocol from the government, many women preferably stayed at home rather than doing beauty treatment at the clinic. Greatstufftobuy (GSTB) as an online business for beauty tools products, tries to offer an innovative product as one kind of solution in this pandemic era, that is the LED Guasha. GSTB was established at the end of 2019, and began selling LED Guasha in October 2020. For a few months the product has existed, but the GSTB finally found a problem, especially regarding the competition in the market. GSTB has some competitors that entered the market earlier. GSTB also faced fluctuating sales and threatened by future competitors. To find the root cause of the problem identified, the external and internal situations are analyzed using various tools. Primary data collection for this final project is done through both quantitative and qualitative methods, while the secondary data collected from websites, reports, books, and journals. Based on the analysis, there are several factors impacting GSTB’s customers more interest to the competitors: (1) Minimal promotion and social media activity, (2) Minimal product offered, and (3) No uniqueness offered. As a result of the analysis, a new business model canvas is proposed for the business solution.