Strategi pengembangan bisnis pada laundry sepatu di kota Bogor (studi kasus: Step'nShu Shoes treatment

The shoe laundry business is one type of Small and Medium Enterprise (SME) in the fashion sector which is included in the creative service industry. The demand for the shoe laundry business is increasing, especially for students, workers as well as busy housewives. Shoe laundry services are an alternative to save time and energy. The high level of activity coupled with the development of trends and trends has resulted in the demand for shoe laundry services increasing rapidly which encourages many people to do business in similar service sectors. This has resulted in competition which has an impact on lowering income. To be able to maintain existence in achieving the goals of a business unit, a development strategy needs to be done. This study aims to analyze the influence of internal and external factors related to Step'nShu laundry sales; analyze what alternative strategies are used to help increase sales based on the influence of each internal and external factor on the Step'nShu shoe laundry; formulating a priority strategy to increase sales and competitiveness in Step'nShu shoe laundry; and formulate managerial implications for increasing sales at Step'nShu shoe laundry. The research was conducted using IFE and EFE analysis tools to analyze the internal and external factors of Step'nShu shoe laundry, IE matrix to see where Step'nShu is positioned, SWOT to map alternative strategies, CPM analysis to show the relative importance of the factors to determine the company's success in the industry, QSPM to formulate strategic priorities. The sampling technique used purposive sampling method. Respondents in the study were five people who were owners, employees, fashion experts, while for brand equity analysis at Step'nShu laundry, 51 respondents were used by distributing questionnaires using google docs. The IE matrix shows the position of the Step'nShu shoe laundry business is in quadrant II, namely in growing and build conditions, so the right grand strategy is an intensive strategy (market penetration, market development, and product development) or an integrative strategy backward integration, forward integration, and horizontal integration). The results of the strategy formulation from the SWOT analysis resulted in nine alternative strategies, namely increasing marketing effectiveness, expanding market segments and targets with a drop point system, maximizing promotions on social media, recruiting skilled human resources, monitoring competitors, participating in events (festivals), using technological tools to improve the quality of washing, as well as improve the quality of Step'nShu laundry services, and improve quality through the re-checking process. Based on the results of the analysis, the total minimum CPM value for Step'nShu shoes laundry is 3.22, ShoesnCare is 2.62, and Darmawan Shoes is 3.27. This shows that Step'nShu laundry has a higher competitive power than ShoesnCare and Darmawan Shoes. In the QSPM analysis, the main priority strategy is repositioning to expand the target segment by differentiation using the drop point system carried out by the Step'nShu shoe laundry, which is expected to be active and consistent