BUSINESS STRATEGY FORMULATION AND IMPLEMENTATION FOR SELLING PERFOMANCE IMPROVEMENT OF TOKO ANNISA BABY KIDS & TOYS

• Main Author: GUNAWAN (NIM: 29106363); Pembimbing: Dr. Ir. Dermawan Wibisono, M.Eng, AGUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17831
• Institution: Institut Teknologi Bandung

Currently, competition in the retail business is very high. Increasing company's competitive advantages by relaying on product quality, sevice quality, promotion, and price are the main factor that affect to selling performance and life cycle of retail business. Annisa Baby, Kids & Toys located in the middle of Duri Town, Riau Province, which has main business in baby and kid stuffs retailer had been established since 2001. In June <br /> <br /> <br /> 2007 the store was bought by a new owner and since then the new management had applied a significant change in its business strategy. <br /> <br /> <br /> This final project will be devided into four steps of analysis as the followings: <br /> <br /> <br /> 1. Business strategy formulation which consist of some analysis stages, such as analysis with IE Matrix, Space Matric and TWOS or SWOT Matrix. <br /> <br /> <br /> 2. Business strategy implementation which detailed in for marketing mix component (4P) which consist of product, price, promotion and place with some other important component as people (service) and appearance or display. <br /> <br /> <br /> 3. Analysis to measure company performance, which compare and analyse company performance after one year of change in business strategy implementation, and also use customer satisfaction survey method. <br /> <br /> <br /> 4. Future formulation and strategy implementation plan based on analysis result of company performance and customer satisfaction survey as mentioned above. <br /> <br /> <br /> The result of change in business strategy which had been applied for almost one year by Annisa Baby, Kids & Toys showed that average of monthly omzet is significantly <br /> <br /> <br /> increased, from the average of 20 millions rupiah a month to 60 millions rupiah a month. <br /> <br /> <br /> The customer satisfaction survey also shows that, based on the correspondences response, there are five major factors that had significant improvement, they are: improvement in products quality (24%), product availability (19%), display and store appearance (18%), <br /> <br /> <br /> better shopping experience (12%) and service quality (14%). It doesn't mean that Annisa Baby, Kids & Toys was moving without any difficulty, but there are many challenges to come for continuity and development business for the future.