PROPOSED BUSINESS STRATEGY FOR INTERIOR DESIGN CONSULTANT (CASE STUDY: GINTING DESIGN)

• Main Author: Dwi Permata Ginting, Afrilia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62671
• Institution: Institut Teknologi Bandung

Interior design is a leading subsector in the creative business that plays a key role in Indonesia's economic growth, particularly since 2020 during the epidemic era. People began to appreciate the utilitarian and aesthetic qualities of the room, particularly in large cities such as Surabaya. Ginting Design has the opportunity to engage in interior design because there are currently no consultation firms in Surabaya that have the same output from technologies such as VR and animation. Ginting Design, as a newcomer to interior design consultants who are not yet well-known by the public, requires a business strategy to compete with competition. This study analyzes Ginting Design's business strategy as an interior design consultant. This study was carried out by examining the company's current state, both outside and internally. This study employed the Porter 5 Forces, Customer Analysis, Existing Services, Business Process Analysis, and Marketing Mix 7Ps methods. In Root Cause Analysis, the outcomes of the analysis approach will be integrated utilizing SWOT and Fishbone Diagram. Six challenges were found through Root Cause Analysis as impediments to Ginting Design developing a new working method and promotion plan to retain existing clients and attract new ones. The researcher uses the TOWS Matrix, Proposed Strategies, and Proposed Marketing Mix 7Ps analysis to provide new company strategy suggestions based on these challenges. To put ideas into action in a real firm, the researcher creates a strategy plan that includes a timetable and budget estimation. Business strategy recommendations were produced to be implemented in Ginting Design's actual business.