Pengembangan Rencana Bisnis Balline Surf Clothing

Putra Delima Kesuma, Boyke R. Purnomo, S.E., M.M.

2013 | Tesis | S2 Magister Manajemen

Indonesia merupakan salah satu pasar potensial untuk perkembangan industri selancar, khususnya industri fesyen berbasis surf clothing. Industri fesyen berbasis surf clothing tidak terlepas dari dunia pariwisata selancar dan kehidupan pantai. Daya tarik wisata alam berupa pantai dan olah-raga selancar yang terdapat di Bali, memberikan pengaruh terhadap peningkatan kunjungan wisatawan domestik dan mancanegara. Hal ini berdampak pada meningkatnya perekonomian masyrakat di sekitar pantai, salah satunya berasal dari bisnis fesyen yaitu surf clothing. Pada saat ini, produk surf clothing banyak dikuasai oleh produk-produk bermerek dari luar negeri. Penelitian ini bertujuan untuk menyusun rencana pengembangan bisnis Balline surf clothing dengan melihat tantangan dan peluang dari lingkungan eksternal dan internal perusahaan, serta melalui identifikasi karakteristik industri surf clothing, menyusun keunikan model bisnis dan demografi pelanggan. Balline merupakan produk surf clothing baru dari Indonesia yang akan diciptakan melalui studi rencana pengembangan bisnis ini.

Indonesia is a potential market for the development of the surf industry, especially surf based clothing fashion industry. Surf based clothing fashion industry is inseparable from the world of surfing, tourism and beach life. The attraction of natural attractions such as beaches and surfing sports are available in Bali, to give effect to an increase in foreign arrivals and domestic tourist. This resulted in an increase in the community's economy around the coast, one of which comes from the surf clothing fashion business. At this time, the surf clothing branded products are controlled from abroad. This study aimed to develop business development plans of Balline surf clothing by looking at the challenges and opportunities of the external and internal environment of the company, as well as through the identification of the characteristics of surf clothing industry, formulate unique business model and customer demographics. Balline surf clothing is a new product from Indonesia, which will be created through the study of the development of this business plan.

Kata Kunci : Surf Clothing, Pariwisata, Model Bisnis, Karakteristik Industri, Pengembangan Rencana Bisnis