PROPOSED BUSINESS STRATEGY ON SME (CASE STUDY: ARUMADECO)

• Main Author: Ahmad, Masroor
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/84308
• Institution: Institut Teknologi Bandung

Arumadeco, an MSME in the home decor industry, faces the challenge of balancing growth with operational efficiency as a one-person business. This study conducts a strategic tools like SWOT, VRIO, PESTEL, and Competitor Analysis. The Segmentation, Targeting, and Positioning (STP) analysis identifies young adult women in Indonesia, who prefer vintage and shabby-chic styles, as the primary market. The PESTEL analysis highlights macro-environmental factors, such as Indonesia's growing digital economy and rising consumer purchasing power, while the Competitor Analysis underscores intense competition from brands like hyeeradecor and calicoliving. The VRIO analysis reveals Arumadeco's unique, high-quality products as a competitive advantage, though limited financial resources and reliance on outsourcing are significant weaknesses. The SWOT and TOWS analyses lead to the recommendation of a Focused Differentiation Strategy, targeting a niche market with high-quality, unique products. The proposed business strategy includes operational improvements, product line expansion, and the introduction of limited-edition collections to enhance exclusivity. These strategies aim to capitalize on market opportunities and address the challenges Arumadeco