i STRATEGIC ALIGNMENT OF CAPACITY AND OPERATIONS TO SCALE BUSINESS CAPABILITIES AT MOTIFOLOGY FINAL PROJECT In partial fulfilment of the requirements for the master’s degree from Institut Teknologi Bandung By SYAFIRA Student ID: 29123154 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG December 2024 i ABSTRACT STRATEGIC ALIGNMENT OF CAPACITY AND OPERATIONS TO SCALE BUSINESS CAPABILITIES AT MOTIFOLOGY By Syafira Student ID: 29123154 (Master of Business Administration Program) The rapid growth of the global halal industry highlights the increasing demand for innovative and culturally relevant Muslim fashion. Indonesia with the largest Muslim population in the world makes it a significant Muslim fashion market, making Islamic culture and lifestyle greatly influence fashion preferences in Indonesia. To meet the demand for innovative designs that meet consumer taste preferences, the existence of small design studios such as Motifology is a player in this industry by providing design services to B2B clients. Motifology as a textile design studio faces challenges in increasing the scale of operations while maintaining quality and market responsiveness. Using a qualitative approach, this study collects interview data with employees and customers to understand team capacity, customer insight, and potential areas for adjustment. The interview data was analyzed using thematic analysis. Company historical data is also collected to analyze demand, capacity usage, and resource utilization. Through capacity analysis, it was found that the current condition of Motifology is experiencing a shortage of employees that is not comparable to project demands. It was also found that the project demand pattern has a seasonal trend in demand. Furthermore, through business process analysis it found that Motifology's process inefficiencies were caused by inadequate resource planning, unclear communication of customer expectations, and a focus on custom designs rather than stock patterns. To address these challenges, this study proposes a comprehensive set of solutions that focus on capacity optimization, process simplification, and increased client engagement. The solutions offered include standardizing operational workflows with clear SOP and guidelines, project management tools for project tracking and coordination, enhancing communication in service, and developing production stock patterns for market responsiveness. The solutions were followed up with a PDCA (Plan-Do-Check-Act) framework to ensure implementation and evaluate sustainability. The study concluded that aligning capacity management and business processes was critical for Motifology to achieve scalability and improve market responsiveness. The study not only provides actionable solutions and insights for Motifology but also for other businesses in the textile and creative industries facing similar challenges in optimizing operations and scaling effectively. Future research can explore the long-term impact of these solutions and assess their applicability in different organizational contexts. Keywords: capacity management, operational efficiency, resource allocation, scalability, textile design studio. i ABSTRAK PENYESUAIAN STRATEGIS PADA KAPASITAS DAN OPERASIONAL UNTUK MENINGKATKAN KAPABILITAS BISNIS DI MOTIFOLOGY Oleh Student Name Student ID (Program Studi Magister Administrasi Bisnis) Pesatnya pertumbuhan industri halal global menjadi sorotan atas meningkatnya permintaan akan busana muslim yang inovatif dan relevan secara budaya. Indonesia dengan jumlah penduduk muslim terbesar di dunia menjadikannya pasar busana muslim yang signifikan, sehingga budaya dan gaya hidup Islam sangat memengaruhi preferensi busana di Indonesia. Untuk memenuhi permintaan akan desain inovatif yang sesuai dengan preferensi selera konsumen, keberadaan studio desain kecil seperti Motifology menjadi pemain dalam industri ini dengan menyediakan layanan desain kepada klien B2B.