BUSINESS STRATEGY FOR CLOTHING OUTLETS IN THE ERA OF THE COVID-19 PANDEMIC

Nur Aisyah, M. Zaini Hamzah

Abstract


As a business entity, many businesses have experienced disruptions due to the Covid-19 pandemic. The existence of this uncertainty can be seen from economic aspects, such as limited market information, changes in consumer attitudes, changes in prices, changes in production technology and so on. Every business must keep abreast of existing business developments starting from intense competition between companies, product innovation, product quality and of course meeting changing consumer desires. Businesses are always experiencing dynamics of various problems such as changes in consumer tastes, product diversity and renewal, product quality with affordability. This causes every business to maintain survival by implementing the right business strategy for its business in order to survive and meet consumer needs. The high growth of the clothing industry in Malaysia must be accompanied by managerial skills in setting business strategies. This paper is to analyze and understand the market, identify opportunities and use or develop competitive advantages to take advantage of business opportunities where the study was conducted at King Outlet Bundle in Johor Bahru, Malaysia. This is one of the most popular clothing outlets. The problems experienced by King Outlet Bundle will be analyzed in order to be solved by identifying strengths and weaknesses from within the company, as well as identifying opportunities and threats factors outside the company. From the observation and analysis of information, it is found that the proposed strategy is digital marketing and a new marketing mix that is more comprehensive and efficient for business continuity.

Keywords


business strategy; SWOT analysis; competitive advantage; fashion industry

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References


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DOI: https://doi.org/10.56348/mark.v2i2.56

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