BUSINESS STRATEGY FOR A STARTUP TO INCREASE PROFITABILITY AND GAIN COMPETITIVE ADVANTAGE IN THE RETAIL INDUSTRY: CASE OF PT TOKO CERDAS
Indonesia is one of the most attractive markets for retail industry with its population and economy development. There are more than 60% of retail transactions conducted through small scale retailers. However, this market is underserved and has operate in conventional way over the years. PT Toko Cer...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/61101 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia is one of the most attractive markets for retail industry with its population and economy development. There are more than 60% of retail transactions conducted through small scale retailers. However, this market is underserved and has operate in conventional way over the years. PT Toko Cerdas has come with solution to give small scale retailers more access to variety of products, transparency over price, and business development through technology. Given the market potential and opportunity to grow, this research is aimed at analyzing and designing a business strategy for Toko Cerdas to increase profitability and gain competitive advantage in the retail industry.
This research will use primary data which gathered through qualitative interviews and questionnaires, while secondary data is gathered through literatures, research papers, articles, and company data. To explore the business issues further, external analysis is performed through PESTEL analysis and Porter’s Five Forces Model, while internal analysis is performed through Business Model Canvas. All data analysis is then combined and formulated through SWOT mapping that can be transformed into TOWS matrix and Customer Value Proposition, which is a strategy that companies will use to penetrate markets.
There is a huge potential for Toko Cerdas to increase profitability and gain competitive advantage in retail industry through the right product, marketing communication, and monetization. Toko Cerdas should focus on increasing the value of ecosystem by attracting more brand owners into the platform through strategic partnership, leverage technology and data to provide valuable services, and increase both acquisition and retention rate of the retailers.
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