Case Study
Year: 2021 | Month: April | Volume: 8 | Issue: 4 | Pages: 278-292
DOI: https://doi.org/10.52403/ijrr.20210435
Business Development Strategy on Laundry Cleaning Shoes in Bogor City
(Case Study: Step'nShu Shoes Treatment)
Galih Arcadia1, Netti Tinaprilla2, Arief Safari3
1IPB University, School of Business, Jl Raya Padjajaran Bogor, Indonesia
2Departement of Agribusiness, Faculty of Economics and Management, IPB University, Jl Agatis Kampus IPB Darmaga, Bogor 16880
3Institut Teknologi dan Bisnis Ahmad Dahlan, Jl. Ciputat Raya No. 77 Cireundeu, Ciputat 15419
Corresponding Author: Galih Arcadia
ABSTRACT
The shoe laundry business is one type of MSMEs in the fashion sector which is included in the creative service industry. The demand for the shoe laundry business is increasing, especially for students, workers as well as busy housewives. Shoe laundry services are an alternative to save time and energy. To be able to maintain existence in achieving the goals of a business unit, a development strategy needs to be done. This study aims to identify internal and external factors, analyze the factors that influence the Step'nShu laundry development strategy and determine the formulation of a development strategy. The sampling technique was using purposive sampling method. The number of respondents was 5 respondents who are owners, employees, fashion experts. The research was conducted using the key success factor analysis tool, IFE, EFE to analyze internal and external factors of the Step'nShu Laundry Shoes, IE matrix to see where Step'nShu's position, SWOT to map alternative strategies and QSPM to formulate strategic priorities. Based on the research results, The strategy formulation results from the SWOT analysis resulted in eight alternative strategies, namely utilizing social media and education about shoe laundry, clarifying the positioning of the Step'nShu Laundry Shoes, more active and consistent promotion, better employee recruitment, studying competition with similar services, holding events regarding socialization of shoe hygiene, using the latest shoe washing technology tools and planning to open new branches. The QSPM analysis produces the main priority strategy, namely promotions that are carried out more actively and consistently.
Keywords: development strategy, EFE, IFE, SWOT, QSPM.
[PDF Full Text]