Track: Modeling and Simulation

Abstract

The COVID-19 pandemic has considerably impacted small-medium enterprises, especially those engaged in the fashion sector. Based on data from the Indonesian Central Statistics Agency in 2020, small-medium enterprises in Indonesia are considered less prepared to face the pandemic effect. Only 16.86% of entrepreneurs already have a plan to survive this pandemic. This study uses a startup in the fashion sector, namely "Warmigami," as the research sample. Warmigami is a fashion company whose core business is selling foldable ackets. Before the pandemic broke out, the target market of the company's products was motorcycle drivers, especially the motorcycle rider community. The target market often holds outings, so they need company products, a foldable jacket which is refract water, resist wind, and anti-wrinkle. When the Covid 19 pandemic occurred, the motorcyclist community began to stop their travel activities, impacting company sales. This research aims to analyze the most suitable strategies used by Warmigami to overcome the crisis. Researchers use SWOT analysis, TOWS Matrix and business model canvas to find the most suitable strategy to increase business performance.