PROBLEM IDENTIFICATION AND PROPOSE SOLUTION FOR A SMALL AND MEDIUM ENTERPRISE IN FASHION INDUSTRY IN INDONESIA CASE STUDY: GRAMMAR POLICE, KIDQUEST, AND HUMAN SKIES

• Main Author: Rayhan Harahap, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78072
• Institution: Institut Teknologi Bandung

The phenomenon of early closure of SMEs in the fashion industry can be seen globally, because both small brands that cannot take the risk of declining sales and global multinational brands have felt the impact of the new restrictions of the Covid – 19 Pandemic. Covid – 19 pandemic has indeed become a stimulus for the closure of fashion brand, but it is necessary to know more deeply the root of the problems that occur. To find the root of the problems faced by the fashion industry, an analysis of the business both internally and externally will be carried out in order to obtain a comprehensive solution to overcome these problems. Internal analysis will be carried out through company analysis. While external analysis will be carried out through Porter's Five Forces, PESTEL analysis, competitor analysis, and customer insight analysis. There are 3 local brands that will be the object of this research. The results showed that the root of the problems experienced by the fashion industry were managerial quality, product introduction, and a lack of knowledge and experience from business people that affected 4 aspects of business, namely marketing, operational, financial, and human resource issues. Solutions that can be taken to improve this situation are through increasing marketing channels, planning marketing, designing organizational structures, having more than 1 supplier, and providing training. In addition, companies can appoint experts to run the business to help create an optimal working atmosphere and environment.