Analisis industri ritel Indonesia

ATIE, Fx. Leonard, Bambang Riyanto LS, Dr., MBA

2008 | Tesis | S2 Magister Manajemen

Studi ini bertujuan untuk menganalisis industri ritel di Indonesia, sehingga didapatkan suatu gambaran komprehensif serta prospek industri ritel Indonesia yang berguna bagi perumusan strategi bersaing. Studi ini menggunakan data sekunder, yang dikumpulkan dari majalah, koran, internet, laporan riset AC. Nielsen, dan Pricewaterhouse Coopers, serta Biro Pusat Statistik, selanjutnya data tersebut diolah dan dianalisis dengan menggunakan metode analisis berupa karakteristik industri, Porter’s Five Forces Model, Driving Forces, Key Success Factor, Strategic Group Map, penilaian intensitas persaingan dan prospek industri Hasil dari studi ini didapatkan kesimpulan bahwa industri ritel Indonesia masih cukup menarik dan potensial. Faktor penting yang perlu diperhatikan dalam industri ini adalah kebijakan pemerintah, inovasi pemasaran, inovasi teknologi, perubahan perilaku konsumen, dan untuk masuk dalam indutri diperlukan beberapa kapabilitas inti berupa pemilihan lokasi, kelengkapan produk, kenyamanan tempat, harga murah, dan kecepatan dan keramahan pelayanan.

This paper planned to analyse the Indonesia’s retail industry, so that we could get the comprehensive outlook and the prospect of retail industry of Indonesia, that it is usefull for strategy formulating. This study used secondary data, which is collected from magazine, newspaper, internet, AC. Nielsen and Pricewaterhouse Coopers’s research report, and Indonesia’s Statistic Bureau (Biro Pusat Statistik), those data processed & analysed with analytical methods: industrial characteristics, Porter’s Five Forces Model, Driving Forces, Key Success Factor, Strategic Group Map, competition intensity assesment and industry prospect. The conclusion of this study are: the retail industry of Indonesia is attractive and potential. The important factors that should be noticed are governmental policy, marketing innovation, technology innovation, consumer behavior changing. Anyone who wants to enter to this industry should fullfilled these basic capability: location choosing, product completeness, place convenience, low price, and the speed of service and hospitality.

Kata Kunci : ritel, karakteristik industri, Porter’s Five Forces Model, penilaian intensitas persaingan dan prospek industri, retail, industrial characteristics, Porter’s Five Forces Model, Driving Forces, Key Success Factor, Strategic Group Map, competition inten