Fashion Business Development Strategy In Terms Of Swot Analysis At Laksmi Muslim Fashion Boutique In Surabaya After The Co-19 Pandemic

Martha Suhardiyah; Sulistiami Sulistiami; Aora Sapphire D; Gintan Regita Maharani

Authors

Martha Suhardiyah Prodi Akuntansi Dan Prodi PVKK Universitas PGRI Adi Buana Surabaya
Sulistiami Sulistiami Prodi Akuntansi Dan Prodi PVKK Universitas PGRI Adi Buana Surabaya
Aora Sapphire D Prodi Akuntansi Dan Prodi PVKK Universitas PGRI Adi Buana Surabaya
Gintan Regita Maharani Prodi Akuntansi Dan Prodi PVKK Universitas PGRI Adi Buana Surabaya

Keywords:

Development strategy, Business, SWOT Analysis

Abstract

The selection of the fashion business is based on the consideration that the fashion business is a category of small businesses that are most in demand by the community. therefore, efforts are needed to be able to win the competition to seize the market. Examining SWOT is a way of systematically collecting data on elements regarding strengths (Strengths), opportunities (Opportunities) weaknesses (Weaknesses) and Threats (Threats), This study uses a qualitative descriptive approach whose purpose is to describe the results of the fashion business development strategy at Laksmi Boutique Muslim Clothing in Surabaya.Sampling technique with total sampling, Data obtained using observation, interviews and document data collection. The conclusion of data analysis shows that to be able to win the competition the company must take more advantage by maximizing strengths (Strengths) and opportunities (Opportunities) through internal improvement of the company and can simultaneously reduce weaknesses (Weaknesses) and Threats (Threats) in business operations. Through this approach, business people have a basis for determining marketing and business development strategies with the right target.

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