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
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