VALUE CHAIN ANALYSIS IN INDOMARET RAWA SIMPRUG
KEBAYORAN LAMA

VALUE CHAIN ANALYSIS IN INDOMARET RAWA SIMPRUG
KEBAYORAN LAMA

Value chain, retail, competitive advantages

The value chain is a tool for analyzing competitive advantages and creating the
right technology to enhance those advantages. In this article, the value chain is
used to analyze the small retail market industry. Retail is the end point of all
activities in the distribution channel that connects producers and consumers to
sell a product or Service. The retail store used for the analysis is Indomaret Rawa
Simprug which is located in Kebayoran Lama. The research method used is
descriptive, using raw data obtained through field observations, interviews and
recording. The results of the analysis obtained to increase competitive advantage
is to increase product variety because it will make it easier for customers to find
what they are looking for. Beyond that, the focus is on maximizing the existing
community by meeting their every need. What needs to be maintained and
improved is to expand the dealer network because with the increase in the number
of dealers, products will get cheaper prices and will change the selling price of
products, store appearance, use of technology, detailed SOPs and customer
Service.

Sri Mulyono1, Shintia Nuraprila2, Hanifa Hana Kamila3, Nadira Awalia

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

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