PROPOSEDFUNCTIONALMANAGEMENTSTRATEGY INTHECREATIVEBUSINESSINDUSTRY (CASESTUDY:CV.NATURALHOUSE) FINALPROJECT Inpartialfulfillmentoftherequirements forthemaster’sdegree fromInstitutTeknologiBandung By ANINDAPUTRIANDREANI StudentID:29121167 (MasterofBusinessAdministrationProgram) INSTITUTTEKNOLOGIBANDUNG December2023 ABSTRACT PROPOSEDFUNCTIONALMANAGEMENTSTRATEGY INTHECREATIVEBUSINESSINDUSTRY (CASESTUDY:CV.NATURALHOUSE) By AnindaPutriAndreani StudentID:29121167 (MasterofBusinessAdministrationProgram) Creativebusinessindustryandalongwiththedigitaltransformationin IndonesianeedstobeexploredandexpandedfurthertoenableSmallMedium Entreprises(SMEs)forittogrowexponentiallyandeffectivelysince currently,Indonesiaisgoingontothedigitalera.Especiallyafterthe pandemic,manySMEsinIndonesiahavebeenaffected.CV.NaturalHouseis noexception,astransformationandchangesarecurrentlytakingplaceintheir businesssystem.NaturalHouseisacompanythatwasfirstestablishedin Yogyakartaoperatinginthecreativebusinesssectorandspecializingin creativefurnitureandhomedecorusingrecycledmaterialsandupcycle concepts.Thedrasticchangesintheindustryhavecausedthecompanyto havedifficultyinseveralmanagementareas.Thisresearchaimstoidentify thosedifficultiesintheareasthatNaturalHouseiscurrentlyfacingusing severalanalysesfortheinternalandexternalones,suchasRootCause Analysis,InternalResourcesAnalysis,ValueChainAnalysis,Porter’sFive Analysis,McKinsey7SModel,and7PMarketingMix. Thepurposeofconductingtheanalysisusingthemodelsorframeworkthat werementionedandfindingtheproblemsistofindsolutionsandbusiness strategiesthatcouldbeimplementedinthecompany.Thefindingssuggest thatNaturalHouseislacking,notonlyinitshumanresourcesandcapital areasbutalsoinitsmarketingmanagement.Furthermore,NaturalHouseis notconsideredanidealcompany’sstructureasofrightnow.Becauseofthat, fivesolutionswereproposedbytheauthortoNaturalHouse,namelyhiring newemployeesandtalentacquisition,skilltrainingandmentoringemployees, marketingoptimizationthroughtheglobalmarketplace,improvingtheir offlineplatformssuchasjoiningcreativeexhibitions/fairsandrevampingtheir showroomorofficearea,thelastisapplyscheduledevaluationmeeting.By thismeans,thisresearchofferedtoachievebusinesssolutionsandobjectives thatNaturalHousemightbeconsideredandfoundusefulforfurtherresearch andbusinessdevelopment. Keywords:creativebusiness,furniture,humanresources,humancapital marketing,talentacquisition i ABSTRAK USULANSTRATEGIMANAJEMENFUNGSIPADA INDUSTRIUSAHAKREATIF (STUDIKASUS:CV.NATURALHOUSE) Oleh AnindaPutriAndreani StudentID:29121167 (ProgramStudiMagisterAdministrasiBisnis) Saatiniindustribisniskreatifdanseiringterjadinyatransformasidigitaldi IndonesiaperludieksplorasidandiperluaslebihlanjutagarUsahaKecil Menengah(UKM)dapattumbuhsecaraeksponensialdanefektifkarenasaat iniIndonesiasedangmemasukieradigital.Terlebihhaltersebutterjadipasca pandemi,banyakUKMdiIndonesiayangterdampak.TakterkecualiCV. NaturalHouseyangdimanasaatinisedangterjaditransformasidan perubahanpadasistembisnismereka.NaturalHousemerupakanperusahaan yangdidirikandiYogyakartadanbergerakdibidangbisniskreatif,berfokus dibidangfurniturdandekorasirumahdenganmenggunakanbahandaur ulangdanmenerapkankonsepupcyclepadaproduknya.Perubahandrastis dalamindustrikreatifinimembuatNaturalHousemengalamikesulitandalam beberapabidangmanajemen.Penelitianinibertujuanuntukmengidentifikasi permasalahanyangdihadapiolehNaturalHousedenganmenggunakan beberapaanalisisbaikinternalmaupuneksternal,sepertiRootCause Analysis,InternalResourcesAnalysis,ValueChainAnalysis,Porter'sFive Analysis,McKinsey7SModel,dan7PMarketingMix. Tujuanyangingindicapaisetelahmelakukananalisisdenganmenggunakan modelataukerangkaanalisisyangterlahdisebutkandiatasadalah menemukansolusidanstrategibisnisyangdapatditerapkanpada perusahaan.TemuaninimenunjukkanbahwaNaturalHousemasihmemiliki beberapakekurangan,tidakhanyadalambagiansumberdayamanusiadan permodalantetapijugadalambagianmanajemenpemasaran.Selainitu, NaturalHousebelummemilikistrukturperusahaanyangidealpada umumnya.Olehkarenaitu,penulismenyarankanlimasolusiuntukNatural House:merekrutkaryawanbaru,memberikanpelatihandanmentoring kepadakaryawan,mengoptimalkanpemasaranmelaluipasaronlineglobal, meningkatkanplatformofflinemereka,sepertimengikutipamerandanacara kreatif,memperbaikidanmemperluasruangkantordanshowroom,serta menerapkanrapatevaluasirutin.Dengandemikian,penelitianini dimaksudkanuntukmenemukansolusidantujuanbisnisyangingindicapai sehinggaNaturalHousedapatmempertimbangkandanmenggunakansolusi tersebutuntukpenelitiandanpengembanganbisnislebihlanjut. Katakunci:bisniskreatif,furnitur,sumberdayamanusia,pemasaran, rekrutmenkaryawan ii VALIDATIONPAGE PROPOSEDFUNCTIONALMANAGEMENTSTRATEGY INTHECREATIVEBUSINESSINDUSTRY (CASESTUDY:CV.NATURALHOUSE) VALIDATIONPAGE By AnindaPutriAndreani StudentID:29121167 MasterofBusinessAdministrationProgram InstitutTeknologiBandung Approved 12December2023 iii DECLARATIONOFNON-PLAGIARISM Plagiarismis: Taking,using,andsubmittingaworkofanother,includinganidea, writing,orinvention,asifitwasherorhisown. Plagiarismincludes(butnotlimitedto):1.quotingverbatimtheworkofanotherwithout acknowledgmentofthesource; 2.paraphrasingtheworkofanotherwithout acknowledgementofthesource; 3.usingtheideaofanotherwithoutacknowledgementofthe source; 4.submittingtheworkofanotherwithoutidentifyingclearly whodidthework; 5.colludingbysubmittingtheworkofanotherasherorhis ownwithconsentfromtheother. IunderstandthatPlagiarismiswrong,abreachofacademic integrity,andagainstProgram,School,andUniversity’sPolicyand Regulation. IdeclarethatallmaterialinthisFinalProjectisoriginal,my ownwork,anddoesnotinvolveplagiarism. Ihavenotallowed,andwillnotallow,anothertocopymywork withtheintentionofsubmittingitasherorhisownwork. Name:AnindaPutriAndreani StudentID:29121167 Signed: Date:December5,2023 iv FINALPROJECTGUIDANCE Unpublishedmasters’finalprojectisregisteredandavailableintheLibraryof BandungInstitutofTechnology,andisopenforthepublic,providedthatthe authorownsthecopyrightinaccordancewiththeintellectualpropertyrights thatareapplicableintheLibraryofInstitutTeknologiBandung. Bibliographicalreferencesareallowedtobeusedinalimitedmanner, however,thecitationandsummarizationcanonlyproceedupontheauthor’s permissionandmustincludethescientificnormofstatingthisfinalprojectas thesource. Thisfinalprojecthastobecitedas: Andreani,AnindaP.(2023):ProposedFunctionalManagementStrategyin TheCreativeBusinessIndustry(CaseStudy:CV.NaturalHouse), Masters’FinalProject,InstitutTeknologiBandung. Reproductionorpublicationofpartsorwholeofthefinalprojectmustbe undertheconsentoftheHeadofGraduateSchool,BandungInstituteof Technology. v ACKNOWLEDGEMENTS AllpraiseandgratitudetoAllahSWTfortheabundanceofgraceand guidancethathelpedtheauthortocompletethisfinalprojecttitled“Proposed FunctionalManagementStrategyintheCreativeBusinessIndustry(Case Study:CV.NaturalHouse).Thisfinalprojectwaspreparedbasedonthe researchandknowledgethathasbeenobtainedduringthelearningprocessin theMBAprogramatInstitutTeknologiBandung.Herewiththeauthoris immenselygratefulandwouldliketothankallpartieswhohavehelpedthe authorintheresearchactivitiesandprocess,namely: 1.Dr.AlvanovZpalanzani,S.T,MM.asthefinalprojectsupervisorwho helpedtheauthorfinishthisstudybyofferingadvice,encouragement, insights,andknowledge. 2.NaturalHouseandallthepartiesinvolvedthathelpedtheauthortodothe researchthereandallowedtheauthortoofferbusinesssolutions. 3.Theauthor’sparents,littlesisters,andfamilywhoalwaysgivetheauthor thebiggestsupport,cheer,andprayerduringthestudy. 4.AllthelecturersandacademicstaffatMBAITB,whogavelessonsand knowledge. 5.Alltheauthors’classmatesofYP65Candsupportivefriendsthatcannot bementionedonebyonethatmadethisjourneyoflearningand experiencingthingstogetheralotmoreenjoyable. Inregardstothisfinalprojectcompletion,theauthorunderstandsthatthis projectisnotperfectandhaslimitations.Therefore,anysuggestionsand critiquesforfutureresearchareverymuchappreciated.Hopefully,this researchcanbeusefulforanyonethatneedsit.