Strategy for Sustainable Performance on SMES in the Bandung Apparel Industry

Abstract

The purpose of this study is strategic planning in the apparel industry. Bandung City has a small and medium enterprise business center, namely, the apparel industry. This study uses descriptive analysis with a 7S McKinsey framework analysis to identify the company's internal environment and PEST and Porter's Five Forces analysis to identify the external environment to determine the environment and the intensity of industrial competition. The results show that it will create opportunities and threats simultaneously when the implementation and analysis of the intensity of competition in today's apparel industry is moderate. Alternative strategies are obtained based on the external and internal environment by using SWOT, and QSPM indicates the company can implement a strategy with the following order of priority: 1) Pricing penetration strategy; 2) E-commerce selling strategy; 3) Event promotion strategy; 4) Design product strategy; 5) Differentiation of product strategy; 6) Online store strategy.