Analysis in the Formulation of Alfamart's Marketing Strategy in Modern Retail Competition
Abstract
This study examines the application of SWOT analysis in the development of Alfamart's marketing strategy in the midst of fierce competition in Indonesia's modern retail industry which is strengthened by IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary). The research aims to identify internal capabilities as well as external environmental factors that affect Alfamart's competitive position. With a qualitative descriptive approach, data is obtained through annual reports, industry publications, and academic literature. The results of the analysis show that Alfamart's main strengths lie in its customer accessibility and integrated distribution network, while its weaknesses include reduced differentiation and low technological innovation compared to competitors. Opportunities arise from the expansion of digital platforms and the increasing use of non-cash transactions, while threats come from the aggressive expansion of competitors as well as changes in consumer lifestyles. The research findings confirm that the SWOT analysis allows Alfamart to develop a marketing strategy that focuses on improving digitalization, customer experience, and product variety management.
Keywords: Alfamart; Marketing Strategy; Retail Competition; SWOT analysis; Customer Experience.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
