#TITLE_ALTERNATIVE#
CV XYZ Bandung (usually called CV XYZ) is a furniture company which is founded in 2000 with its brand XYZ and ABC. During its business growth, CV XYZ has a problem of low competitiveness, which is characterized by having low market share and low profit. In the other hand, CV XYZ can not increase its...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/7083 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | CV XYZ Bandung (usually called CV XYZ) is a furniture company which is founded in 2000 with its brand XYZ and ABC. During its business growth, CV XYZ has a problem of low competitiveness, which is characterized by having low market share and low profit. In the other hand, CV XYZ can not increase its competitiveness by competing head-to-head with competitors because they usually have better brand images, larger distribution channels, and higher customer values. <br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
A method that can be used by CV XYZ to solve its problem is Blue Ocean Strategy, which has purpose of changing rules of the game in furniture industry. By using Blue Ocean Strategy, CV XYZ will have the ability of designing a new business strategy to attract more customers through increase in customer values and also reduction in cost. Framework which is used in this research includes consumer insights survey, canvasing strategy, and Four Actions. <br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
Based on research result, the new business strategy of CV XYZ is product differentiation through customer values: (1) elimination of credit payment and trade-in, (2) reduction of design from scratch, (3) increase of redesign and furniture durability, (4) creation of Lego System, Design Your Own Price, Design for Others, and Furniture Swap. <br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
The new positioning of CV XYZ is Flexibility with Meaning. Through improvement in competencies of design, marketing, and community bounding, it is hoped that CV XYZ will not be 'another ordinary furniture company', but will be 'value messenger for the community'. Another companies which will try to imitate CV XYZ will always be positioned as followers. <br />
|
|---|