PROPOSED BUSINESS MODEL FOR FASHION COMPANY IN INDONESIA : A CASE STUDY OF DYA ID

• Main Author: Nuur Fatinah Megasari, Siti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75222
• Institution: Institut Teknologi Bandung

Fashion has recently emerged as a lucrative industry in Indonesia, with its growth continuing to accelerate. Fashion business is one of the top three creative industry groups contributing to Gross Domestic Growth (GDP) in Indonesia. The big opportunity of this industry makes fashion business an attractive market in Indonesia and global. The attractiveness of the fashion industry leads to the emergence of many fashion brands, which makes the rivalry between the competitors in this industry high. The appearance of these competitors certainly threatens Dya Id. Besides that, the revenue of Dya Id in the two years (2021-2022) is stagnant except in the month of Idul Fitri. Because of that, the company must take action to ensure the growth of its business. The company must always innovate their strategy and business model to gain competitive advantage. This research was conducted to find solutions to the problems faced by the company. The external analysis includes PESTEL analysis, which provides an overview of the general external environmental conditions of the industry; Analysis of Porter's Five Forces Model defines the competitive industry situation. The internal analysis uses VRIO and Business Model Canvas techniques to evaluate and analyze the company's internal activities. The next step after external and internal analysis is SWOT analysis of the company. The evaluation determines which components of the business model canvas have problems with the current business model. Next, continue with the TOWS matrix to formulate a business strategy and use the Blue Ocean Strategy or ERRC Grid (Eliminate, Raise, Reduce, Create) to create value innovations that ultimately develop a new business model canvas.