INVESTMENT PROJECT ANALYSIS OF SELF-OWNED PATTERN PRINTED KAIN AS PRODUCT INNOVATION STRATEGY IN FASHION BUSINESS: A CASE STUDY OF TANAIR

• Main Author: Galore Puandhia Sinaga, Gloria
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84037
• Institution: Institut Teknologi Bandung

Many young Indonesians, especially Generation Z, lack a strong national identity, creating a need to instill pride and love in their culture (Manurung et al., 2022). Fashion is a powerful means of self-expression, and the growing Indonesian fashion market presents opportunities. Tanair, founded in 2024 in Bandung, aims to promote Indonesian pride through kain fashion. However, startups like Tanair risk being outcompeted by established firms. To overcome this, Tanair must innovate and stand out. An investment project analysis will help determine the best strategy for growth, considering both internal and external factors. This study includes a five-year financial projection assessing the viability of Tanair’s product innovation plan. The analysis concluded in the company having an optimism to reach a payback period in 3.77 years, with a Net Present Value of Rp763,276,631, a Profitability Index of 7.63, and an Internal Rate of Return of 30.36% which is greater than the Weighted Average Cost of Capital value of 12.49%.