TRISNAWAN, JEVON ADNA (2017) DESAIN RENCANA STRATEGIS KENCANA MINIMARKET SEMARANG. Masters thesis, Fakultas Ekonomi Dan Bisnis Universitas Katolik Soegijapranata.
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Abstract
Semarang city is the capital of Central Java province which functions as a center of government, education, tourism, industry, transportation, and trade. With these functions, Semarang has the potential for modern retail business development. Today's society lifestyle leads to this modernization process also affects the urban physical changes as we see with the rapid growth and development of modern markets. Trends in modern retail growth is so rapid showing that the level of competition is very tight. Therefore, to be able to compete and even win the competition in all conditions, these businesses are required to have a strategy that is outlined in a strategic plan. This research was conducted in Kencana Minimarket Semarang, which is located on Jl. Brigjend Katamso 35. The Company was established on 29 November 2015, a newcomer that certainly needs a strategy to achieve the desired objectives. Kencana Minimarket in order to compete and have a better prospect needs the right strategic plan for the direction and guidance of the company, it will make Kencana Minimarket has a competitive advantage. The strategic plan comes through three stages; namely, the input stage begins with collecting the data required. Then the matching stage to bring alternative strategies, through manufacture IFE matrix EFE matrix, IE matrix, SWOT matrix. The final stage in making strategic plan is the decision-making stage using QSPM matrix to determine the company's strategic priorities. Based on the analysis matrix IE, Kencana Minimarket is in a position to grow and develop, so the third alternative used is to increase marketing (market penetration), open a branch / franchise (market development), and add variant product (product development). The strategy is based on analysis of selected priority QSPM, a product development strategy that obtained the highest score is 5:21. Based on the results of the QSPM matrix, then shown in the strategic plan table for the next 3 years related to management functions of marketing, finance, operations, and human resource
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 Technology (Applied sciences) > 650 Management > Business Performance > Business plan |
| Divisions: | Faculty of Economics and Business |
| Depositing User: | mr AM. Pudja Adjie Sudoso |
| Date Deposited: | 02 Feb 2018 08:23 |
| Last Modified: | 12 Nov 2020 02:15 |
| URI: | http://repository.unika.ac.id/id/eprint/15054 |
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