PROPOSED NEW BUSINESS MODEL TO IMPROVE SALES OF FURNITURE WITH SUSTAINABILITY ASPECTS. THE CASE OF “OO-FURNI” SHOP AND SERVICES

• Main Author: Setyo Laksono, Nugroho
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75960
• Institution: Institut Teknologi Bandung

This final project aims to study about the condition one of furniture businesses in Indonesia by case study is Oo-Furni as knowledge to build the correct strategy for new business which has decreased the sales and growth trend due to tough competition and other factors. Furthermore, the furniture industry in Indonesia has problem with sustainability which is related to environmental. The two problem issues are decrement the availability of raw material and waste from furniture used. The analysis has conducted in this final project with internal analysis and external analysis. The internal analysis was consisting of the sales trend, general capital & profit data and SWOT. The external analysis was consisting of customer perceptions, porter five forces, PESTEL. The data has been retrieved from primary data and secondary data. The analysis results have been followed up by Business Model Canvas to build new business model and the marketing mix strategy. The recommendation for new business model to growth and survive over long time was repair, reused and recycle. The new marketing strategy for new business model was developed to increase the sales of Oo-Furni.