Strategi Pengembangan Usaha Baju Impor Bangkok (Studi pada Toko Baju “SCARPASHOP Jl Sei Padang Dalam 1 No 24 medan)

Abstract

The fashion world is now growing rapidly as people increasingly high demand for apparel products. This study aims to formulate an appropriate business development strategy to be applied to businesses Store Dscarpa Shop through SWOT approach to analyze the internal environment factors which consist of strengths and weaknesses as well as external environmental factors consisting of opportunities and threats. Forms of research used in this research is descriptive qualitative approach and implemented by interview. Data used in this study are primary data and secondary data. Results of the study showed that the SWOT analysis based on the analysis of EFAS matrix table where opportunity factor (oppurtunity) has a sub total of 2.85, while the threat factor (threath) have sub total 0.55. While the results of the analysis in the evaluation matrix table IFAs where strength (strengths) has a sub-total of 2.16, while the factor of weakness (weakness) have sub total 0.20. Results showed that the sub total Dscarpashop business position is at the first quadrant diagram, namely that the strategy used in developing an aggressive business strategy that supports business growth policy.