Strategi pengembangan national brand di Matahari Department Store.

Oktavianus, Riyanto (2003) Strategi pengembangan national brand di Matahari Department Store. Masters thesis, Universitas Pelita Harapan.

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Abstract

Matahari Department Store adalah perusahaan retail terbesar di Indonesia, dengan jumlah toko mencapai 78 buah. Dalam mengantisipasi persaingan yang semakin ketat dengan department store lain, biaya operasional yang makin tinggi, dan perubahan perilaku belanja konsumen, maka Matahari menerapkan strataegi pengembangan National Brand. Langkah-langkah yang diambil untuk mengembangkan National Brand adalah dengan penentuan budget dan target yang jelas, menyeleksi supplier I brand, menyusun brand concept, seleksi produk, buyingplan dan range review, negosiasi dengan supplier, menentukan dan membuat Purcahse Order, alokasi dan distribusi merchandise, promosi, store visit, hingga pelaksanaan evaluasi yang efektif mengontrol seluruh proses bisnis. Kendala-kendala yang dihadapi berasal dari dalam dan dari luar perusahaan. Dari dalam perusahaan seperti personal skill, biaya stock dan promosi, dan operasional toko. Dari luar perusahaan antara lain dari supplier, kompetitor, dan trend mode busana. Semua kendala yang dihadapi tersebut telah diantasipasi dengan baik oleh manajemen Matahari Department Store.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Oktavianus, RiyantoNIM19990067UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSoemirat, JonathanUNSPECIFIEDUNSPECIFIED
Additional Information: KP 19-99 RIY s
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 20 May 2021 02:46
Last Modified: 04 Dec 2021 03:04
URI: http://repository.uph.edu/id/eprint/30018

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