Publication Date: 2022/04/05
Abstract: The women’s role in the entrepreneur environment is increased by the time. The trade sector is the place which many women entrepreneur chose with 49.5%. Creative business is growing in the trade sector and from 1633 women correspondent, 809 women entrepreneurs is doing creative business such as craft and fashion. Meanwhile, women’s creativity is underestimated by the previous studies. The studies said that women are less creative than men. Fortunately, women holding high value due to their feminine nature in environmental issues that can help them to build the business. Eco business become the concern according to the women strength value in entrepreneurship. The benchmarking to the brand is important to learn more about the strength and weaknesses. The women-owned brand in eco business is analyzed using Resource Based View and Value, Rarity, Imitation, and Organization (VRIO) as the internal analysis tools and the external analysis tools is using PESTLE and Porter Five Forces. The exploration of business problem is the root of the research objectives for finding creatives strategies that are suitable for eco business. In this research, the author also using in-depth interview asthe data collection tools in the qualitative methodology to know the competitor analysis. The process involves three brands, two brands’ women-owned entrepreneurs and one brand male-owned entrepreneurs. The interview resulted that the women entrepreneurs lacking of developing the eco product because they are weak in creating branding content and increasing product value. Then they also had fewer interactions with customers and currently the women’s have obstacles in learning creative strategies because many barriers they encounter. The conclusion of the research found that the creative strategy proposed are branding 101 and new product development. The women entrepreneurs are no less creative than men in implementing creative strategy. The implementation plan guide is the action plan and the tool for monitoring the strategy is the time schedule. This study is to solve the women entrepreneur’s problems in creative business and to grow their businesses.
Keywords: branding 101, creative strategy, eco product, new product development, PESTLE, Porter Five Forces, VRIO, women entrepreneurship
DOI: https://doi.org/10.5281/zenodo.6414626
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT22MAR1044_(1).pdf
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