ABSTRACT
The emergence of technology offers several opportunities for business owners to expand their markets. The main purpose of this article is to help the owner of Liliana Collection, a retail children’s clothing store, to gain better understanding of how to improve its business operation, specifically in marketing, distribution, and inventory management systems. This research used a business coaching approach. Data were collected from in-depth interviews, observations, and secondary data, and then were analyzed using political, economic, social, and technological (PEST) analysis; marketing mix; segmentation, targeting, and position (STP) analysis; a business model canvas; and strengths, weaknesses, opportunities, and threats (SWOT) analysis. The findings were analyzed using gap and Pareto analyses. Then, an e-commerce channel was adopted for marketing and distribution, and an inventory management application was used to help the owner in recording inventory transactions. The implementations then carried out along with the coaching process educated the owner about the new system in order to make the execution successful.
