FRAMEWORK DIAMOND STRATEGY BAGI RENCANA BISNIS TOKO BUKU AIRLANGGA

Abstract

The bookstore is a business with a high level of competition. Previous analysis shows that demand in the book industry is still increasing. On the other hand, the trends in consumer reading behavior began to change. They adopting the development of technology, and started readinge-book through their electronic devices. PT Dharma Putra Airlangga demanded to improve performance in generating profits. By optimizing their advantages (captive market, brand image, location, etc.), PT DPA plans to open a bookstore as their business unit. Through diamond strategy analisys, found that by a strategic partnership with an existing bookstore, and positioning as an academic bookstore specialist, and targeting students as their market segmen, is the most rational choice for Airlangga bookstore to compete with the other bookstores. Diamond strategies (Hambrick and Fredrickson 2005) was used to analyze, is an integrated, summarize and communicate your product, business and corporate-level strategy. This model includes the formulation of the strategy, namely, to help answer the question in depth about the meaning of the strategies used and what will happen in the future. The business plan Airlangga Bookstore through strategic analysis of diamond among others Arenas : Airlangga Bookstore chose to focus on selling academic books to keep serving sales of general books, especially students of Airlangga University and long-term will focus on serving the sale of books in softcopy and located in the building Sharia Tower Campus B Airlangga University. Vehicles : Airlangga Bookstore chose to develop the bookstore to do a strategic partnership (partnering) with an existing bookstore, book publishers leading academic, Airlangga University Press Airlangga University and other institutions. differentiator : Airlangga Bookstore is image as an educational book store, the location and the outstanding service and reasonable prices. Staging and Pacing : for the first two years, Airlangga Bookstore will focusing serve students and students in the area around the campus Airlangga. The third year and beyond are years of development and began to focus on sales softcopy book online. Economic Logic : in the analysis of payback calculation method, IRR and Present Value that researchers do, it was concluded that, in the establishment of the business unit's Airlangga Bookstore benefit financially viable.