ANALISIS VALUE CHAIN PADA MINIMARKET SURYAMU SUKOHARJO

Alun Pratama, Erlinda Sholihah

Abstract


Value chain merupakan suatu instrumen yang digunakan untuk menganalisis keunggulan competitif dan menciptakan teknik yang tepat guna meningkatkan keunggulan tersebut. Pada tulisan ini Value Chain digunakan untuk menganalisis industri retail minimarket. Retail ialah akhir dari seluruh aktivitas pada saluran distribusi yang menghubungkan antara produsen dengan konsumennya dalam penjualan produk atau jasa. Retail yang dijadikan obyek analisis adalah Minimarket Suryamu, retail ini berada di Kabupaten Sukoharjo. Metode penelitian yang digunakan berupa metode deskriptifdengan menggunakan data primer yang didapatkan melalui observasi lapangan, wawancara dan dokumentasi. Hasil analisis yang didapatkan untuk meningkatkan keunggulan kompetitif adalah dengan memperbanyak variasi produk, karena dengan hal ini akan mempermudah pelanggan mencari barang yang diinginkan. Selain hal itu yang menjadi perhatian adalah memaksimalkan komunitas yang sudah ada dengan memenuhi setiap kebutuhannya. Adapun hal-hal yang patut untuk dipertahankan dan ditingkatkan adalah menambah jaringan distributor karena dengan menambah jumlah distributor produk akan mendapatkan harga lebih rendah dan akan merubah harga jual produk, tampilan toko, penggunaan teknologi, merincikan SOP dan pelayanan customer service.

Kata kunci: value chain, ritel, keunggulan kompetitif


Keywords


value chain, retail, competitive advantages

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DOI: https://doi.org/10.37403/mjm.v7i2.343

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