NEW STRATEGIC PLANS FOR TRADITIONAL BOOKSTORE (CASE STUDY: LEGEND BOOKSTORE)

• Main Author: Wulandari Elsa, Hanny
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46409
• Institution: Institut Teknologi Bandung

External conditions happen in the publishing industry does not decrease the number of authors who publish books and continuously grow from time by time. It certainly makes a bookstore become a bridge between publishers and consumers, and have a large stock of various books. Unfortunately, the development of books authors is not in line with consumers who buy books. Some bookstores with traditional method start to lose its prestige and decided to close their business. This is the background of research to propose strategy for traditional bookstore. This study aims to understand the performance of traditional bookstore that tend to decline and find solutions to maintain the business which is already running. The conceptual framework of this research follows the strategic planning process in retail management. Data collection was carried out qualitatively through interviews and direct observation, and quantitatively through questionnaire. From the collected data, internal and external analysis of the research object is carried out to describe the internal condition of the research object as well as external conditions in general, industry and existing competitors. Based on internal and external conditions, it will determine the concept of proposal strategy using TOWS analysis and Growth Opportunities from the research object. To determine the core of the proposed strategy, further analysis using the 5-why method determines the core problem of the research object and the solution that must be done. Suggested solutions include growth opportunities to solve the problem of the business: market penetration, market expansion, retail format development, and diversification business.