PROPOSED BUSINESS STRATEGY FOR LANORA FLORIST TO COMPETE AND GROW SUCCESSFULLY IN THE FUTURE

• Main Author: Rahmawatini, Nur
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80047
• Institution: Institut Teknologi Bandung

The increase in social media users in Indonesia has positively Impacted consumer attitudes towards to online shopping, one of which is In the purchase of flower bouquets and gifts. Along with the growth of the middle class and the advancement of urbanization, consumers are willing to allocate their income to celebrate special occasions and seek convement and personable services. This is because Indonesians value intrapersonal relationships and gift-giving that is deeply embedded in the country's culture. The practice of gift-giving, including flowers, is also a way to strengthen social ties and return favors, In line with the that underlies social interaction. This symbolic activity involves a sequence of steps that occur in a predetermined order and are repeated over time covering the human life span, from birth to death. With changing customer behavior, Lanora Florist can expand its business to cater the diverse needs and preferences of consumers in a dynamic market. To compete in an Increasingly competitive Industry, Lanora Florist needs a business strategy obtained through internal and external analysis. For internal analysis using Value Chain Analysis and Resource Based-View, while external analysis using Porter's Five Forces, Competitor Analysis and Customer Insight. This analysis media helps identify strengths, weaknesses, threats, and opportunities presented through SWOT Analysis to map the position of Lanora Florist. The result of the analysis that will be carried out then provides a business strategy proposal for the company using Ansoff Matrix as a formulation method with diversification as the main step to carry out a business strategy.