Indonesia population of over 200 million people offers attractive market opportunity. It is a huge market by itself. Jakarta is the capital city of Indonesia and the center of business. Everyday, 13 million people flooded to Jakarta to earn a living. This number goes down to 8 million at night as the majority of people working in Jakarta come from its surrounding area called Botabek (Bogor, Tangerang and Bekasi). The population of Jakarta and the fact that it is the center for business activities has triggered many companies to operate in Jakarta. Hundreds of new businesses are established everyday aiming to gain market share and eventually make profit.

Susan Boutique Garment and Design (SBGD) is among the small companies entering Jakarta to survive and compete with the existing players in kid's wear market. The company is an existing player in CMT (contract manufacturing term) garment industry, and supplier to many leading brand companies. SBGD is looking forward to entering new brand market, competing with the existing players such as Oshkosh B'Gosh, Guess, Hush Puppies, Mickey and many other local brands like Cool, Alma, Elephant, Rodeo, and so forth. SBGD offers the "best value" of money, meaning the highest quality of textile with the relatively cheaper price compared to competitors.



Reseach Location: Susan Boutiq Garment and Design

Supervisor: Irham Dilmy, MBA.

Accepted: 03 December 1999.



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