Strategi Pengembangan Usaha pada Butik Keika (Studi pada Butik Keika Jl. Tb Simatupang Ruko Komplek Palm Mas No. 119 Ii Medan)

Abstract

Having a strategy in running a business is the right way to achieve business goals . Fashion business is a business that is hailed by many employers , especially in women fashion . Business fashion for women is growing in the city of Medan . The purpose of this study was to determine internal strengths and weaknesses boutique in achieving goals and external factors into the opportunities and threats that affect the activity and determine Keika boutique business development strategies that can be run at Boutique Keika Jl . Tb Simatupang Commercial Complex No. Palm Mas . 119 ii field . In this study, the method used is descriptive method with qualitative data . Data were obtained from observations , interviews and literature study . Informants in this study were divided into two groups , namely the determination of key informant informant using purposive sampling is Keika boutique owners and key informants using accidental sampling , namely consumers and customers Keika boutiques . Based on the results of research conducted in the field indicate that Keika Boutique has a strategy to expand its business. Analysis using the SWOT matrix produce some strategies that can be run boutique keika to expand its business that improve customer comfort, improve product quality and customer service, create new products especially women's clothing that is more varied and innovative, improve knowledge about consumer appetite for fashion products, Increase the number of employees so employees can work optimally, making a member card to apply the terms and conditions which can be used by consumers to get discounts, maintaining good relationships with suppliers to maintain product quality and improve and add to the promotional activities.