RECOMMENDATION STRATEGY OF DEVELOPMENT PRIVATE LABEL PRODUCT TO INCREASE YOGYA SUPERMARKET MARKET SHARE IN RITEL BUSINESS COMPETITION IN INDONESIA

• Main Author: IVAN ABDILLAH (NIM : 29108052); Pembimbing: Ir. Evo S. Hariandja, MM , MUCHAMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16516
• Institution: Institut Teknologi Bandung

Indonesian is a huge potential for the retail business. With the fourth largest population in the world after China, America and India, attracted many global retailer to expand their business to Indonesia. Global retail entry with introducing various new concepts in retailing and shopping, there are like a one-stop shopping, pricing and promotion, modern merchandising and private <br /> <br /> <br /> label. Private label is the concept of strategy by the retailer to produce a product using the brand name of retail and only sold in the retail network. Private label is a retail strategy that will become an effective force in improving the profitability for the company's value. Yogya is a family business and the one of the local retailers have fast growth. In 2008 market share Yogya supermarket position in the nine rank. In the face of retail competition is getting tighter, Yogya Supermarket has tried to develop private label products in 2007, but the contribution of these products is very small considered the overall income of the supermarkets. <br /> <br /> <br /> There have two mainly factors are: lack of customer awareness about the products and consumer expectations and the value of products its doesn't fulfilled customer expectation. To increase awareness and fulfillment of customer expectations the internal and external factors in company must be analysis to guidance product development. Customer satisfaction, store image and customer loyalty is a major important factor in the <br /> <br /> <br /> development of private label products in Yogya Supermarket. High levels of three parameters will build the potential customers in accepting the private label product. The Evaluation of existing private label products with potential customers is the key to fulfill the customer expectations in product development. <br /> <br /> <br /> Based on the results of the analysis, implementation plan in order to increase the level of consumer awareness of private label products used retail mix strategy and re-design packaging to communicating the product.