Analisa Strategi Bisnis PT XYZ dalam Industri Retail Fashion di Indonesia
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Abstract
The purpose of this study is to identify internal and external factors that affect the company, which is engaged in the fashion retail industry, in the fashion retail industry, and to find out the right and effective business strategies to improve the company's sales performance in the face of intense competition in fashion retail industry in Indonesia. Data collection techniques performed by the author are primary data (interviews and observations) and secondary data (sales data, inventory data, case studies and literature). The stages of analysis conducted by the author are divided into three stages, namely the input stage, followed by the matching stage, and the final stage is the decision analysis stage. The results of this study are about three strategies that can be used by companies, Product Development with a score of 6.46, Market Development with a score of 5.93 and Related Diversification holding the highest score of 6.64.
Tujuan penelitian ini untuk mengidentifikasi faktor-faktor internal dan eksternal apa saja yang mempengaruhi perusahaan, yang bergerak di bidang retail fashion, dalam industri retail fashion, serta untuk mengetahui strategi bisnis yang tepat dan efektif untuk meningkatkan kinerja penjualan perusahaan dalam menghadapi persaingan yang ketat dalam industri retail fashion di Indonesia. Teknik pengumpulan data yang dilakukan oleh penulis adalah data primer (wawancara dan observasi) dan data sekunder (data penjualan, data stok barang, studi kasus dan kepustakaan). Tahapan analisa yang dilakukan oleh penulis terbagi menjadi tiga yaitu tahap masukan (Input Stage), dilanjutkan dengan tahap pencocokan (Matching Stage), dan tahap terakhir adalah tahap analisa keputusan (Decision Stage). Hasil dari penelitian ini adalah ada tiga strategi yang dapat digunakan oleh perusahaan yaitu Produk (Product Development) dengan skor 6.46, Pengembangan Pasar (Market Development) dengan skor 5.93 dan Diversifikasi Terkait (Related Diversification) memegang skor yang paling tinggi yaitu 6.64.
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