Marketing Development Strategy Planning for Grocery Stores in Kecamatan Wonokromo of Surabaya

Abstract

The existence of grocery stores is increasingly squeezed by the mushrooming chain convenience stores throughout Indonesia, including Surabaya. The purpose of the present study was to determine the target and market position and marketing strategy design of grocery stores operating in Kecamatan Wonokromo of Surabaya. The present study used the descriptive qualitative research method. The object was the strategy designs of grocery stores in Kecamatan Wonokromo of Surabaya and the subjects were the grocery store owners. The present study used the Porter’s Five Force analysis and SWOT (Strength, Weaknesses, Opportunities, and Threats) methods. The SWOT analysis showed that the grocery stores were located in Quadrant 3. It indicates that the grocery stores had internal weaknesses in various ways, making opportunities for profits difficult to achieve. Thus, the appropriate strategy to use is the alternative strategy 3, which are consolidation, improvement, perspective change and elimination of the root causes of problems to avoid threats. It implies that there is a need for new investments and new strategy designs in order to be capable of competition with competitors, especially large-capital convenient stores. .