Management and Business Development of a Furniture Company in Studio Inside Surabaya
Abstract
The purpose of this study was to conduct a feasibility analysis to determine the steps in
the management and development of furniture businesses in Studio Inside Surabaya.
The aspects which were studied were the legal, market and marketing, technical and
operational, natural resource and financial aspects. The legal aspect: Interior Business
and Custom Furniture Studio Inside have obtained approval from the surrounding
community to carry out the company’s activities and the SIUP of the company is in the
process of making the deed. The market and marketing aspect: Interior Business and
Custom Furniture Studio Inside have been able to maintain the business environment
conditions with PEST analysis, maintain the industrial structure with the Five Force
Model Porter, analyze STP, and describe the marketing mix. Technical and operational
aspects: the Interior Business and Custom Furniture Studio Inside have fulfilled the
element of feasibility because of their strategic location and workshop layout that is
able to support the company’s activities to the maximum and has established a clear
SOP. The human resources aspect: the Interior and Custom Furniture Studio Inside
Business has fulfilled the element of eligibility because the organizational structure
and position description have been well established. Financial aspects: the Interior
Business and Custom Furniture Studio Inside have fulfilled the element of eligibility
because the PP, NPV, and PI values have met the conditions under normal and
optimistic conditions.