Analisis strategi bersaing butikgaul.com di e bisnis

DARYANTO, Fahmi Radhi, Dr., MBA

2009 | Tesis | S2 Magister Manajemen

Di Indonesia, bisnis online mulai tumbuh pesat pada tahun 2008. Tokotoko online mulai banyak bermunculan. Entry barrier yang rendah, investasi awal yang tidak besar dan cakupan konsumen yang luas, sebagai salah satu daya tarik bagi pengusaha di bisnis tersebut. Persaingan pun meningkat karena banyaknya toko online dan mudahnya perpindahan konsumen (consumer switching). Strategi yang tepat perlu dijalankan oleh ButikGaul.com sebagai salah satu toko online , untuk mendapatkan keunggulan bersaing. Penelitian ini dilakukan untuk mengetahui strategi bersaing yang telah dijalankan oleh ButikGaul.com, SWOT pada ButikGaul.com dan mengidentifikasi key success factors dalam bisnis online tersebut. Jenis penelitian ini adalah deskriptif, bersifat studi kasus pada ButikGaul.com dengan menggunakan alat analisis strategi bersaing seperti fiveforces model of competition, SWOT analysis dan key success factors. Hasil penelitian menunjukkan bahwa secara umum strategi bersaing yang diterapkan oleh ButikGaul.com adalah “Best Cost Provider”. Strategi bersaing ini masih cukup efektif untuk menghadapi persaingan bisnis yang tinggi dan segmen pasar kelas menengah. Analisis SWOT menunjukkan bahwa Butikgaul.com berada pada kuadran 1 sehingga dapat lebih fokus pada alternatif strategi SO. Butikgaul.com memiliki beberapa key success factors antara lain, lokasi website yang strategis, pelayanan yang baik, kualitas produk yang dijual dan efisiensi biaya.

Online business has significant growth since 2008 in Indonesia. Many webstores were established. The factors of low entry barrier, small initial investment and large customer coverage make the web-store become interesting for new small and medium business. The competition is being tight in this segment due to increasing number of web store and easy customer switching in this web-store business. To stay in this business which has high competition, a fit competition strategy is needed by ButikGaul.com as one of web-store that sell fashion stuff and accessories, to gain the competitive advantages. This research has objective to evaluate the current ButikGaul.com’s strategy , do SWOT analysis and to identify their key success factors in the e-business / ecommerce. It is a descriptive research which is a case study at ButikGaul.com. Analysis tools that were used in this research are five-forces model of competition analysis, SWOT analysis and key success factors identification. The result of this research shows that Butikgaul.com implement “Best Cost Provider” strategy. It is still effective strategy for ButikGaul.com to face the high competition and middle-range buyer. Using SWOT analysis, ButikGaul.com is lay in first quadrant which mean Butikgaul.com can focus on SO strategy to grab many business opportunities. Butikgaul.com has key success factors such as website location (accessibility to website), customer services, good product quality and cost efficiency.

Kata Kunci : Strategi bisnis,Strategi bersaing,e,bisnis,e,dagang,Toko online, business strategy, competitive strategy, competition, e-business, ecommerce, web-store.