Formulasi strategi bisnis laundry sepatu Darmawan Wash Shoe

Shoe laundry in Indonesia was starting to emerge around 2013. Shoes are not only used for daily needs now, but people rather consider that shoes are an important fashion item for their appereance. Darmawan Wash Shoe saw a new segmentation market by seeing the growing of the shoe industry in Indonesia, and also lifestyle changes of consumers in Indonesia such as sneakerhead or sneaker collectors who consider their shoes collection as a sign of social status. Despite the growing culture of Indonesian sneakerhead, Darmawan Wash Shoe had recently experiencing decreased sales from 2017 until 2019. With the production capacity of shoe washing up to 700 shoes each month, Darmawan Wash Shoe did not reached its sales target. This research aimed to 1) Analyze internal and external factors which are strengths, weaknesses, opportunities and threats that influences the sales of Darmawan Wash Shoe 2) Formulate alternative strategies that can be implemented to increase sales based on the influences of each internal and external factors on Darmawan Wash Shoe 3) Determine the priority from those alternative strategies to be implemented to achieve sales targets in Darmawan Wash Shoe. The IFE and EFE matrix are used to analyze internal and external factors in Darmawan Wash Shoe. IE matrix is used to determain the existing position of Darmawan Wash Shoe. The SWOT matrix is used to formulate alternative strategies. The QSPM is used to determine strategy priorities. IE matrix shows Darmawan Wash Shoe's business position is in quadrant V with moderate internal and external conditions, therefore the most effective grand strategies are market penetration and product development. The results of the strategies formulation from the SWOT analysis yielded eight alternative strategies, that is conduct online discount promotions, organize a cooperation and partnerships with several business units such as coffee shops and barbershops, increase competitiveness by improving service quality, periodically remind existing customer to rewash their shoe by using social media, giving privileges to the owner of the place in the form of free shoe wash services, organize a gathering agenda or field trips to places that are trending, utilizing investors for additional promotional capital, and using shoe dryer technology. In the QSPM analysis, the main priority strategy is to conduct online discount promotions