Open AccessThe Business Strategy Study of 212 Mart
Author(s) -
I. Handoko,
Arief Daryanto,
Sahara
Publication year - 2021
Publication title -
international journal of scientific research in science, engineering and technology
Language(s) - English
Resource type - Journals
eISSN - 2395-1990
pISSN - 2394-4099
DOI - 10.32628/ijsrset218361
Subject(s) - swot analysis , indonesian , business , strategic management , pandemic , distribution (mathematics) , marketing , business sector , covid-19 , industrial organization , economics , economy , medicine , mathematical analysis , linguistics , philosophy , mathematics , disease , pathology , infectious disease (medical specialty)
Retail sector is one of the economic sectors that drive the Indonesian economic growth. In 2020, this sector declined due to pandemic Covid 19. Minimarkets are one type of retail that can survive while many modern retailers had difficult times. It is an opportunity for businesses to compete in this sector. One of them is 212 Mart that focused on Indonesian muslim consumers is also affected by this pandemic. This study aims to formulate a 212 Mart business strategy using the latest information collected during the pandemic. This study discusses the environmental factors of 212 Mart using the IFE and EFE while the strategy is formulated uses a SWOT-QSPM analysis. The research results shows that there are management and distribution problems that occur in 212 Mart. The strategic priority generated in this study is to recruit new members or new investors as target consumers as well as business partners who are expected to improve the performance of 212 Mart.