STRATEGIC DECISION MAKING FOR STRATEGY FORMULATION IN A MATERIAL CONSTRUCTION STORE: A SIMPLE MULTI- ATTRIBUTE RATING APPROACH

• Main Author: Izzatun Nisa', Zuhdiyah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83498
• Institution: Institut Teknologi Bandung

TDJ Store, a leading building materials retailer in Kendal, Central Java, has been operating successfully its offline store for 15 years and online store for 2 years. As part of its growth strategy, the store aims to transition into a company and open a new physical store. To achieve this objective, a comprehensive strategy is required to ensure alignment with its goals. This study conducts an analysis of TDJ Store's internal conditions and external environment to provide insights into the company's current situation. Utilizing Porter’s Five Forces framework, the Diamond Model, financial performance analysis, and SWOT analysis, the research examines both internal and external factors affecting TDJ Store. The findings are then used to formulate strategies with the TOWS matrix and determine the type of strategy using the SPACE matrix, which identified an aggressive strategy (quadrant 1) as suitable. Finally, the SMART method is applied to prioritize alternative strategies, selecting market penetration as the most appropriate strategy to be priorized in implementation by TDJ Store based on the current conditions.