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All Journal PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
John Pier’s Moses
Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Rantai Nilai dan Model Bisnis Fashion pada Brand Lokal Fontanna Ofira Feodora; Anastasia Irene Handoyo; Graciela Cendana; John Pier’s Moses; Eko Suhartanto
PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Vol 5 No 1 (2022): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Publisher : Perkumpulan Pendidik Kewirausahaan Indonesia (Perwira Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/perwira.5.1.66-75

Abstract

In this study, we analyze the implementation of Musse Official's corporate strategy to face the intense competition in the fashion industry, as well as the obstacles encountered. Specifically, this study presents Musse Official value chain analysis, which is based on the results of depth interviews with Musse Official’s owner. Facing a competing strategy that dares to spend money on a large scale, Musse Official puts customer engagement as its competitive advantage. For example, a promotional program for loyal consumers and convenience return of goods process. In addition, accuracy in procurement of goods and agile supply chain is also part of the Official Musse strategy.
Co-Authors Anastasia Irene Handoyo Eko Suhartanto Fontanna Ofira Feodora Graciela Cendana