THE BUSINESS STRATEGY DEVELOPMENT: A CASE STUDY AT ANANDA DEPARTMENT STORE

• Main Author: OLIVIA (NIM 29115506), DINDA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21780
• Institution: Institut Teknologi Bandung

Ananda Department Store is a retail company that was established since 1991. Ananda <br /> <br /> <br /> <br /> <br /> Department Store provides variety of clothing and other equipment such as electronics, shoes, <br /> <br /> <br /> <br /> <br /> and others. This Department Store has 32 branches spread all over Java and some in Sumatra. <br /> <br /> <br /> <br /> <br /> Ananda Department Store has it’s headquarters in Central Jakarta. The products available in <br /> <br /> <br /> <br /> <br /> the company are directly order to the wholesalers. The company is not using the consignment <br /> <br /> <br /> <br /> <br /> system. For more than 25 years, the dependency of products to the wholesalers creates some <br /> <br /> <br /> <br /> <br /> problems that decreasing company’s competitive advantage. <br /> <br /> <br /> <br /> <br /> <br /> The purchased products to the wholesalers create problems such as the uncertainty of quantity <br /> <br /> <br /> <br /> <br /> of products available. The company requires a high amount of product that later will be <br /> <br /> <br /> <br /> <br /> distribute to all branches. This is because the company has standardization of variety of <br /> <br /> <br /> <br /> <br /> products in each branch. Besides, by ordering to the wholesalers the company cannot adjust to <br /> <br /> <br /> <br /> <br /> their consumer’s buying behavior. This is because the company doesn’t have the authority <br /> <br /> <br /> <br /> <br /> about the product as it made by the wholesalers. This will lead the company not perform <br /> <br /> <br /> <br /> <br /> optimal regarding the supply and stock fulfillment. <br /> <br /> <br /> <br /> <br /> <br /> To overcome this, a formulation of business strategy twill be proposed to Ananda Department <br /> <br /> <br /> <br /> <br /> Store. The method is vertical integration by generate clothes production. This action is to <br /> <br /> <br /> <br /> <br /> fulfill the required of branches, decreasing the cost, and increase efficiency and effectiveness <br /> <br /> <br /> <br /> <br /> of the company. Because of the clothes production is in the same entity of the company <br /> <br /> <br /> <br /> <br /> therefore all the production to be made is in accordance with the needs of the company.