Abstract
In Indonesia’s highly competitive Muslim fashion market, Deenay, a significant player since 2017, confronts challenges such as declining sales, imitation product proliferation, and human resource issues, despite its robust capital and brand reputation. The purpose of this study is to develop and implement specific business strategies for Deenay in order to strengthen its competitiveness in the face of increasing market competition. Acknowledging the importance of capital optimization, boosting social media marketing, and resolving human resource challenges, Deenay is in a position to execute strategies that correspond with its unique market positioning and foster sustainable growth.
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