INTISARI peningkatan jumlah kelas menengah telah

INTISARI
Pertumbuhan ekonomi, peningkatan daya beli, perubahan gaya hidup masyarakat,
peningkatan jumlah kelas menengah telah mendorong pertumbuhan ritel modern
khususnya minimarket semakin pesat. Peluang yang besar, banyaknya kompetitor baik
lokal maupun asing membuat persaingan minimarket semakin kompetitif. Untuk
memenangkan persaingan minimarket Yomart perlu membuat formulasi strategi bersaing
berdasarkan analisis makro dan analisis internal. Analisis makro meliputi aspek politik,
ekonomi, hukum, sosial, demografi, ekologi dan tekhnologi. Analisis internal meliputi
five forces, SWOT, KSFs, dan analisis strategic group. Penelitian ini menggunakan
metode kualitatif melalui pendekatan studi kasus. Berdasarkan analisis yang dilakukan
strategi yang dipilih adalah strategi strategi intensif, cost leadership dan fokus.
Kata kunci :
ritel, minimarket, formulasi strategi, strategi bersaing.
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ABSTRACT
Economic growth, increasing purchasing power, lifestyle changes, an increasing
number of middle class has driven the growth of modern retail is rapidly
increasing particularly minimarket. Great opportunities, many local and foreign
competitors to make the competition more competitive minimarket. To win the
competition minimarket Yomart need to formulate competitive strategies based on
macro analysis and internal analysis. Macro analysis covering political, economic,
legal, social, demographics, ecological and technological. Internal covers five
forces analysis, SWOT, KSFs, and strategic analysis group. This study used
qualitative methods through a case study approach. Based on the analysis
conducted the chosen strategy are intensive strategy, cost leadership and focus.
Keywords
retail, minimarket, formulation strategy, competitive strategy.
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