SWOT Analysis for Business Strategies : A Case of Azka Syahrani in Muslim Fashion Industry

Abstract

Small and Medium Micro Enterprises effects significantly in economic growth in Indonesia due to the large market potential. Small and medium-sized enterprise have ability to move and decide quicky, according to that, small and mediumsized enterprises need to recognize the strategy to maintain their sustainability. This study aims to understand the business strategy of AzkaSyahrani by using SWOT analysis. The SWOT matrix was used to determine the actions of AzkaSyahrani to attain market share in Indonesia and also to understand and analyze the business environment. SWOT reveals critical factors that if addressed properly, can be necessary to the development of a strategic plan. SWOT is used to know external and internal factor for Muslim fashion industry. The analysis of the external environment in the development of muslim fashion industry aims to evaluate trends and events that are beyond the control of crafters/entrepreneurs, like rapid growing of social media as a marketing tools and focuses on determining key factors that become opportunities and challenges for AzkaSyahran while the analysis of internal environment of the muslim fashion industry is used to determine the ability of artisans in developing the business such that that it can move forward. It also can be used developing a sustainable competitive advantage; identifying opportunities and threats; and providing opportunities for productive co-operation with other companies. In additon this conducted with qualitiative method and an in-depth interview with the owner of the Azka Syahrani. The research corroborobates that the AzkaSyahrani conducts their business in a way that consumer consider its products as a way to represent themselves.