ANALISIS POSITIONING MINIMARKET GUNUNG JATI DENGAN METODE COMPETITIVE POSITIONING ANALYSIS UNTUK STRATEGI PENGEMBANGAN BISNIS (Studi Kasus Minimarket Gunung Jati Kec.Jombang Kab. Jember)

undiniah, iftitah (2020) ANALISIS POSITIONING MINIMARKET GUNUNG JATI DENGAN METODE COMPETITIVE POSITIONING ANALYSIS UNTUK STRATEGI PENGEMBANGAN BISNIS (Studi Kasus Minimarket Gunung Jati Kec.Jombang Kab. Jember). Undergraduate thesis, Universitas Muhammadiyah Jember.

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Abstract

ABSTRACT In this scientific work, the researcher wants to research a mini-market that is engaged in retail. Competition is increasing and to maintain it requires a good strategy, one of which is by creating a competitive advantage through a position in the market. In this study, the object under study is the Gunung Jati Minimarket, which is a company engaged in retail in Jombang Village, Jombang District, Jember Regency. The purpose of this study is to determine the company's position in the market through competitive positioning analysis. This type of research uses qualitative, using purposive sampling technique, data collection through interviews and observations. From the results of this study, it is found that the position of Gunung Jati Minimarket is in quadrant IV which indicates that the company is in a position of market stability, meaning that the company must focus on market development by taking advantage of existing opportunities. A market development strategy can also be done by maintaining the price and availability of existing products and adding to existing product types, then developing promotions by utilizing more sophisticated technology from competitors.

Item Type:

Thesis (Undergraduate)

Uncontrolled Keywords:

Keywords: STP analysis, Five Force's Porter analysis, SWOT analysis, competitive positioning, business development

Subjects:

300 Social Science > 330 Economics > 338 Production, Industrial Economics

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Undiniah Iftitah