Abstract: This study aims to: Analyze internal and external factors at the Hypermart Mataram Lombok Epicentrum Mall branch company, analyze and formulate an appropriate and effective business strategy formulation in increasing the business of Hypermart company Mataram Lombok Epicentrum Mall branch, provide recommendations for appropriate and effective business strategies for Hypermart Mataram Lombok Epicentrum Mall branch companies that will be carried out in the future. Based on the results of the IFE matrix analysis, it is known that the number of weighted values is 2.612. This value indicates that the company has a strong organization internally because the value obtained is above the average value of 2.50. This value also shows that this company is above the average in the company's internal strength. Meanwhile, based on the EFE matrix, it is known that the number of weighted values is 1.863. This value shows the company responds well to the opportunities and threats that exist in the retail business. In other words, Hypermart Retail Company Lombok Epicentrum Mall Branch can effectively take advantage of the opportunities that exist. Based on the results of the QSPM matrix analysis, it can be seen that the horizontal integration strategy has a value of 6.928, the market penetration strategy has a value of 6.869, the market development strategy has a value of 6.869, and the product development strategy has a value of 6,869. With this result, the horizontal integration strategy is more attractive to the company. The horizontal strategy seeks greater ownership/control over competing firms.
Keywords: Retail Industry, Business Strategy, Trade, Franchise.
Title: Hypermart Business Strategy Analysis: Case Study of Hypermart Branch Mataram Lombok Epicentrum Mall
Author: RisfaFadilla Lady, Halil Halil, Halimatus Sa'diyah, Tajidan Tajidan, Dwi Praptomo Sudjatmiko
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 10, Issue 2, October 2022 - March 2023
Page No: 139-147
Research Publish Journals
Website: www.researchpublish.com
Published Date: 01-November-2022
