KAJIAN PETA PERSAINGAN PASAR MODERN RETAIL BERBASIS WILAYAH DI LINGKUNGAN PINGGIRAN KOTA/PEDESAAN KOTA SEMARANG

Abstract

The objectives of this research is to find out and see the competition map among retail
businesses, such as the modern market such as Alfamart franchise minimarket and other retail
stores, with traditional markets. It is done because of the rapid development of modern shops
start from the city center to suburban and even rural areas. The existence of modern stores that
provide convenience to the public in the shopping needs and comfort while shopping encourage
intense competition among modern franchise stores for market share of traditional markets. To
win the competition companies must make the consumers as loyal customers and loyal buyers.
The method used in this research is assessing the strengths, weaknesses, opportunities and
threats (SWOT) analysis. Based on the results of SWOT analysis the company is expected to be
able to define the strategy (corporate, business, function) to win the competition. The samples of
this research were selected randomly. 50 Alfamart employees were selected as the internal
samples (the samples from within the company). 100 Alfamarts consumers / customers who have
shopped at lest once (1 times) have been selected as the external samples (samples from outside
the company). The data data collecting method were questionnaires, interviews, and
observations. The data were analyzed with matrix method IFAS and EFAS. To determine the
position of the company, the coordinates of the customer side is the x-axis and y-axis = 0.14 =
0.33 are in quadrant 1 (one) as well as from the employees of the coordinate axes x = 0 , 50 and
the axis y = 0.26 which is also located in quadrant 1 (one). It means that the company is in a
strong position and also has strong opportunity. The strategy adopted is an aggressive strategy
or growth strategies.