PROPOSED BUSINESS STRATEGY TO INCREASE COMPETITIVENESS OF DEENAY STYLE & SCARVES

• Main Author: Qinthara Audini, Diara
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80011
• Institution: Institut Teknologi Bandung

The Muslim fashion market in Indonesia is highly competitive with several businesses selling similar products. Among them, Deenay has become an important player since it was established in 2017, distinguishing itself through the sale of printed scarves featuring geometric designs. Despite having strong capital and a reputable brand, Deenay has faced challenges, including a slight decline in sales, the proliferation of imitation products, and issues with unqualified human resources. With more competitors entering the market, Deenay must set itself apart in order to maintain its position over time. This study aims to identify and implement effective business strategies to enhance Deenay's competitiveness. In order to get a thorough understanding of business issues, the research uses a comprehensive strategy, doing both external and internal assessments. External analysis includes PEST analysis, Porter's Five Forces, and competitor analysis, while internal analysis focuses on STP analysis, Resource-Based View, VRIO Framework, and Value Chain Analysis. Primary data is collected through interviews and observations, complemented by secondary data from journals and books. The information is put together using the SWOT Framework and examined further with the TOWS matrix in order to create an effective business strategy that is specific to Deenay's situation.