TOWS ANALYSIS (EFAS AND IFAS) AS AN IMPLEMENTATION OF MARKET DRIVEN STRATEGY TO CREATE CORE VALUE LOYALTY AT PT. CARREFOUR SERANG CITY OF BANTEN
Abstract
The emergence of the phenomenon of the retail industry in Indonesia which is developing quite dynamically and significantly, thus the retail company must be able to survive amid intense competition, including PT. Carrefour. Therefore, a deeper analysis is needed to understand and master the existing market share, consumers are now very sensitive to prices and like to compare the prices of goods in one place with other places. The purpose is to analyze the External factors and Internal factors (EFAS & IFAS) in implementing the concept of Market Driven Strategy to create CoreValue Loyalty so as to identify and justify the results of the analysis using MATERIALS TOWS / SWOT. The method to be used is a qualitative descriptive approach by conducting field surveys, interviews with stakeholders related to both producers and consumers. Based on the TOWS matrix, the position of PT Carreour is in the star position. This indicates that Carrefour has a high market opportunity in terms of its opportunities and threats, also accompanied by high internal capabilities in terms of weaknesses and weaknesses of the company. So it can be said from the results of the analysis, Carrefour's current position is very good because it can dominate the market.
Keywords: TOWS; Market Driven Strategy; Core Value
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