PERFORMANCE ANALYSIS BY USING MSME’S SOUNDNESS ASSESSMENT TO ENHANCE THE PERFORMANCE OF AP BRAND (LOCAL FASHION BRAND)

• Main Author: Nurul Ichsan, Ilhami
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75317
• Institution: Institut Teknologi Bandung

AP BRAND is a popular fashion brand among young people in Bandung Raya and other big Indonesian cities. The AP BRAND offers fashion product that focused on women's shoes of the finest quality. Providing attractive, lovely, and amusing designs created by skilled shoemakers in Bandung and the area around it. AP BRAND has grown into a leading handmade fashion retailer in Indonesia over the past decade. AP BRAND first pioneered footwear and accessories before moving on to apparel and accessories. AP BRAND always presents the newest collections, keeping them updated. Since the beginning, AP BRAND does not have a strategy; instead, they run on instinct and let things happen naturally. The owners are the product designers who have creative ideas to realize them into great products and sell them to the public. So, They are not sure what their real current condition is, yet they are clueless and lack of guidelines. They want to make a change and need to create a business strategy and develop a plan to make their business can be more effective and efficient in all aspects (both financial and non-financial) and rise their performance by preserving the human resources and vendors in order to raise their profits and make them sustainable. The owner’s principles are this business should uphold humanity and a sense of family. This research aims to, identify AP BRAND condition and improve their performance in order to compete in the tough market competition in order to survive and grow. In order to maximize performance and guarantee that, and the Company's purpose is achieved, business performance gathers many procedures that help the Company. One of the method to analyse the performance of MSMEs is MSME’s Soundness Assessment. Referring to the concept of soundness assessment for SOE (State-Owned Enterprise)’s in Indonesia, it is applicable to MSME since both entities have the same neighbourhood character, which is Indonesia, and thus more or less have comparable conditions. Soundness is the condition of a Company that prevents any potential of business collapse, allowing it to continue to grow and endure in a tough business environment. This assessment aims to create a framework for performance assessment for MSME as guidelines for improvements as well as tools for self-evaluation and self-improvement. Soundness includes assessing the MSME's present performance and using it as a decision-making tool or early warning system in order to survive in the competitive market