EXPANDING SMALL BUSINESS: BOY-O-LOGY BOUTIQUE

• Main Author: Esa Riani, Anisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72692
• Institution: Institut Teknologi Bandung

Established since the end of 2004 and competing in fast-growing industry in Bandung has forced Boy-o-logy boutique as one of the players to grow faster and beat the competition in the market. Not only finding unusual products and displaying them in creative ways, Boy-o-logy should also consider how to make the business bigger and gain more market share. Since Boy-o-logy has been managed in simple management system, and wanted to keep it that way, not involving other parties in its ownership, the owners want this business to expand and compete the competitors. Based on the research in fashion industry in Indonesia, they tend to mass-producing their products and lowering the prices adjusting to the distribution strategy that they want to reach the market in small cities in Indonesia. Since Boy-o-logy has its unique characteristic of products that Boy-o-logy has its own market segment, those strategies could not fit with Boy-o-logy. Therefore, there are 3 alternatives of business expansion that could fit with Boy-o-logy business characteristics; building a new store in other city to increase the market share, buying machineries to increase its production capacity and create other business within the company, or just add some more cash for production so the company could gain more sales. On this research, I found the best alternative strategies based on financial calculation of capital budgeting, and supported with the possible marketing strategies, operation system, and human resources, to expand the Boy-o-logy business and still keep its unique characteristics of product.