#TITLE_ALTERNATIVE#

• Main Author: SRIWAHYUNI (NIM : 29108334); Pembimbing: Alibasjah Inggriantara, MM, VENNY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17494
• Institution: Institut Teknologi Bandung

Freshmart was kind of business that moved in the field retail especially mini market with the concept that be different from mini market generally. Freshmart was <br /> <br /> <br /> located in the area of Antapani Bandung, and just began his business in March 2010. The concept that was owned by Freshmart was mini market that provided local beef as well as organic vegetables as the main product that was chosen by him. Business issues faced by Freshmart were the tight competition, brand that was weak, as well as many unemployed employees. The competition that was tight was caused by the speed of the development of the business retail all over the area as well as competitors had the community's belief. Brand that was weak because of the age from Freshmart that was still new several months so as to be not yet known by many communities. Whereas the number of idle employees was caused from the number of the employee's numbers to be incomparable with the number of works that must be done. The aim of the writing of the task of this end could it was hoped give the solution for Freshmart in the matter of the strategy korporat, the business strategy, and the functional strategy. The strategy korporat was received from SWOT Matrix is Turnaround strategy. Strategy alternative Turn&#8208;around choose from results of the Quantitative <br /> <br /> <br /> Strategic Planning Matrix method (QSPM) so as that was chosen was by changing the concept of the design of the shop with 60% organic vegetables and local beef, 40% <br /> <br /> <br /> customer goods. Be based on from the generic strategy Porter was received by the business strategy Freshmart was focus on the basis of has many communities that were <br /> <br /> <br /> aware of the health. Whereas the TOWS matrix produced four functional strategies those were marketing strategy, operational, human resources, and finance. The application of the implementation could increase the Freshmart existence in the business world retail by featuring product differentiation that was owned and carried out the better marketing so as could feature brand to the wider community. This matter could be successful if being supported with the quality that was good as well as the price that was covered by the public's community.