PROPOSED BUSINESS STRATEGY TO INCREASE COMPETITIVENESS FOR THE CHEMICAL TEXTILE INDUSTRY (STUDY CASE FROM CV XYZ)

• Main Author: Putri Kusumawardhani, Delicia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87810
• Institution: Institut Teknologi Bandung

CV XYZ, a chemical textile company, has faced fluctuating profitability, requiring a robust business strategy to improve financial performance and market position. This research identifies the root causes of these challenges and proposes actionable solutions through a comprehensive analysis of both external and internal factors. External evaluations, including market and competitor assessments, are combined with internal analyses such as resource and value chain analysis, core competencies, and the VRIO framework. These insights are summarized in a SWOT and TOWS matrix, highlighting the company's strengths and weaknesses. The findings reveal that CV XYZ is competitive due to its ability to offer customized products that meet customer needs and provide affordable solutions. Its innovative alkali-based remover and eco-friendly formulations differentiate it from competitors and provide significant growth potential. However, operational inefficiencies, such as inefficient workflows, delayed deliveries, and multitasking sales teams, hinder performance. Overlapping roles and the need for further product refinement also present challenges. This study recommends integrating cost leadership and differentiation strategies streamlining operations to reduce costs while maintaining product quality and innovation. This dual strategy will help CV XYZ meet the needs of both price-sensitive and sustainability-conscious customers, improving profitability and ensuring long-term success.