STRATEGIC TRANSITIONING FROM B2B TO B2C TO ENGAGE WITH GENERATION Z IN THE STATIONERY MARKET (CASE STUDY: TOKO BARUS IN KABANJAHE, NORTH SUMATRA)

• Main Author: Krisanti, Jessica
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/85828
• Institution: Institut Teknologi Bandung

The stationery retail market is undergoing significant transformation due to the rise of digital commerce and the distinct preferences of Generation Z consumers. This study examines Toko Barus, a well-established stationery retailer in Kabanjahe, North Sumatra, as it navigates these changes by transitioning from a traditional B2B model to a dynamic B2C approach. This study uses a mixedmethods research design to analyze qualitative insights from interviews with Toko Barus's management and quantitative data from Generation Z consumer surveys. The study employs internal analysis tools, including VRIO analysis, Marketing Mix, STP (Segmentation, Targeting, and Positioning), and strategies for transitioning from B2B to B2C. Externally, the study utilizes PEST analysis, Porter’s Five Forces, Competitor Analysis, and Customer Analysis to understand the broader market landscape. The study finds that Toko Barus possesses strengths such as a strong B2B reputation, an established customer base, and good relationships with suppliers, which can be leveraged in the B2C transition. However, challenges include a need for more digital marketing expertise, limited product variety, and inadequate feedback mechanisms for understanding customer preferences. Toko Barus's primary challenges in transitioning to a B2C model include significant investment in digital marketing and e-commerce capabilities, the potential alienation of existing B2B customers, and the requirement to engage Generation Z through innovative and interactive experiences. To address these challenges, Toko Barus has developed a strategic plan focusing on six key strategies: enhancing digital marketing and customer engagement, upgrading e-commerce platforms, expanding product ranges, implementing strategic social media marketing, establishing comprehensive customer feedback systems, and training staff for personalized customer service.