| ABTRAKSI |
The development of the Indonesian economy as a whole after the monetary crisis showed a significant increase, this is shown by the start of the rise of various trading businesses in the community. One such business is the school supplies business. School equipment is a mandatory attribute used by all children who have received formal education in Indonesia.
As the business world develops, the school supplies business is no exception, more and more new players will emerge in this business. Increasing the number of business players means increasing the intensity of competition. Because of that condition, the Unity Store must find the right business strategy to win the competition. The Unity Shop is demanded to be able to maximize its strengths to take advantage of existing opportunities and minimize its weaknesses to overcome existing threats.
This study uses a SWOT-4K analysis that begins by listing the strengths, weaknesses, opportunities and business threats faced by the Unity Stores. All indicators are calculated for their weighted values after giving weight and values for each indicator. The combination of the weighted values of internal and external variables is what determines the choice of strategy that is considered appropriate for the Union Store.
The high intensity of competition is very influential for the Unity Store. But the Union Shop is required to continue to survive. The results of the SWOT-4K study show the Unity Store should use a growth strategy. The combination of market development strategies, market penetration strategies, and product development strategies is an appropriate growth strategy for the Unity Store. |