STRATEGI BISNIS RITEL E-COMMERCE ALPHABET

• Main Author: Affan Hidayat ( NIM 28198036), 2
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/4864
• Institution: Institut Teknologi Bandung

<b> Abstract : </b><p align=\"justify\">The development of Internet technology has raised a lot of new business opportunity. Entrepreneurs are creating a lot of new products and service based on Internet technology application. <br /> <p align=\"justify\">Alphabet is a non-store retailing company, which run a phone shopping services with home delivery as complementary services. Alphabet sees a new business opportunity in the Internet technology application. The 23.6 % growth rate of Internet users in Bandung has created a significant potential market segment for their shopping services. Alphabet needs an excellent business strategy to catch and exploit this market segment. <br /> <p align=\"justify\">The business strategy formulation process is done by three-stage decision making framework the input stage, the matching stage and the decision stage. The input stage is using the IFE and IFE Matrix as a tool analysis, the matching stage is using the I-E matrix and Grand Strategy matrix and the decision stage is choosing the strategy based on the previous analysis result. <br /> <p align=\"justify\">As a result, business strategies that appropriate for Alphabet is combination of intensive growth strategies and differentiation focus. The recommended intensive growth strategies are market penetration, market development and product development. Market penetration strategy will be conducted by exploitation the market potential by improving the marketing effort toward the Internet user segment. The market development strategy is conducted by developing the new corporate segment as a corporate based consumer, which has a different characteristic from personal based consumer. The product development strategy is an accomplishment for the market penetration and product development by developing the product lines according to the growth market demand.