BUSINESS STRATEGY FORMULATION FOR MARKET ENTRY: A CASE STUDY OF AMBA HANDWRITTEN LAMPUNG BATIK CLOTHES

• Main Author: Lupita Sari, Cyntia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79591
• Institution: Institut Teknologi Bandung

AMBA is a slow-fashion brand with a vision to preserve Lampung culture through handcrafted batik by local mothers using natural dyes. As AMBA prepares to enter the Indonesian batik industry, known for its cultural significance and competitiveness, the main challenge is to develop a business model that aligns with cultural goals and ensures viability in a new market. This involves distinguishing Batik Lampung as a unique cultural art form and positioning it against established batik producers like Batik Java, both domestically and internationally. To address this, the study aims to identify business conditions through various internal and external factors influencing the formulation of strategies for market entry and competition. Internally, the study utilizes STP, Resource-Based View, and VRIO frameworks for analysis, while external factors are assessed using PESTEL Analysis and Competitor Analysis. The research employs qualitative methods, including semi-structured interviews with 14 potential customers through face-to-face and Google Meet sessions. Data analysis methods include thematic analysis, content analysis, and SWOT Analysis, with a data triangulation approach to support the research methodology. Insights from the Value Proposition Canvas guide AMBA’s Business Level Strategy, and Business Model Canvas. The results of this study emphasise differentiation strategy and aligning with cultural appreciation and heritage preservation.The value proposition of AMBA includes high-quality batik made with natural dyes, unique and exclusive designs, sustainable and ethical production practices, and support for local craftsmanship and culture. This strategy caters to environmentally conscious consumers, traditional fashion enthusiasts, as well as millennials and Gen Z seeking unique style statements.