#TITLE_ALTERNATIVE#

• Main Author: ARYO PRATOMO (NIM : 29108342) ; Pembimbing: Ir. Benny .S. Gunawan,MBA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18084
• Institution: Institut Teknologi Bandung

A&D Mart is a family business that engaged in providing daily needs consumption. The name of A&D Mart was taken from the founder’s name which is the local citizen. The Objectives are providing convenience to local people who search daily needs item. <br /> <br /> <br /> <br /> <br /> Along with its development, several direct competitors which are traditional mart began to duplicate the comfortable concept from modern mart, such as A&D Mart. In the current competitive condition, A&D Mart target is to be market leader in Pontianak. The Owners hope that the development of A&D Mart is not just only on business conditions, but also for the welfare of local suppliers and local communities. <br /> <br /> <br /> <br /> <br /> This final project is to design a business strategy of A&D Mart as the anticipation future strategy to face National Retail who will compete in Pontianak. The business strategy was developed through PEST analysis, The 5 Forces Porter’s analysis, Value Chain analysis, comparative analysis of A&D Mart with competitors through Marketing Mix, mapping analysis of customers and potential customers and The TOWS analysis. <br /> <br /> <br /> <br /> <br /> The result of this strategy are strengthening the two Value Diciplines, Customer Intimacy and Operational Excellence, changing the current positioning, and presenting vegetable as the Innovation product and three kind of communication promotion media. . The implement of this strategy are Grand Opening for A&D Mart, Membership program, cooking demo as the Customer Intimacy program and adjustinglayout dor new product.