Analisis Konsep dan Strategi Pemasaran terhadap Penutupan Gerai 7-Eleven di Indonesia
Abstract
Dalam era globalisasi, dimana tingkat persaingan bisnis yang sangat tajam, maka setiap perusahaan harus memperhatikan salah satu aspek yang sangat vital dalam manajemen perusahaan yaitu bidang pemasaran. Dengan menggunakan konsep dan strategi pemasaran dalam menjalankan kegiatan bisnis, diharapkan perusahaan dapat menghadapi persaingan sekaligus dapat meraih keberhasilan bisnis bagi bagi perusahaan bersangkutan. Penutupan seluruh gerai bisnis 7-Eleven di Indonesia merupakan bukti persaingan bisnis ritel di dalam negeri sangat ketat. Meski dasar bisnisnya merupakan ritel modern, 7-Eleven lebih banyak mengadopsi model bisnis restoran yang dinilai menjadi penyebab 7-Eleven tidak mampu bertahan pada persaingan ritel di Indonesia. Faktor lain yang membuat 7-Eleven bangkrut adalah mengandalkan keuntungan dari barang yang diperdagangkan, padahal bisnis ritel lain mengambil keuntungan dari biaya yang dikenakan kepada perusahaan yang menitipkan produknya.
Kata Kunci: Konsep, Strategi Pemasaran, Penutupan Gerai 7-Eleven
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