Capritio, Andrew
(2019)
Analyzing competitive strategies of xyz.com.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
PT XYZ is a disguised company name; this company engages in the fashion industry. The increased in the number of online shoppers influenced PT XYZ to enter in the e-commerce industry in 2016 labeled as XYZ.com. With so many e-commerce in Indonesia accentuate itself to attract customers, XYZ.com is facing a competition in the industry. The purpose of this internship report is to know in depth the competition faced by XYZ.com in the online fashion retail industry. Also, to analyze the strategies for XYZ.com to improve its competitive advantage. To obtain these results, some analytical tools such as Porter’s Five Forces, Competitor identification, Competitive Analysis Grid, SWOT and TOWS Matrix will be used. According to the study, XYZ.com is in a moderate to high threat of profitability industry. It is facing direct competitors, indirect competitors and must be aware of future competitors. As to improve its competitive advantage in the industry. Strategic choices will be analyzed by comparing several criteria against XYZ.com’ competitors, analyzing its strengths, weaknesses, opportunities and threats as well using TOWS Matrix to give strategic choices to be pursue.
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