Abstract
Value chains are often used to assess and find suitable techniques to increase competitive advantage. This research uses Value Chain with the aim of analyzing the retail store industry. Retailer becomes the end of distribution activities from producers to End Customers. The object of research used is Game Store and Hobby, this retailer is in the city of Surabaya, Indonesia. Method using descriptive analytic method using primary data from observations and interviews with business owners. From the analysis conducted aims to create one stop shopping that can increase competitive advantage by increasing product variations and staying up to date with market interest in game discs and game consoles as well as various equipment related to the game world both merchandise and accessories. That way customers can easily find the desired product easily in one store. This will increase the interest of a community in the area to do one stop shopping at this store. Increase distributor network to get cheaper prices and improve store appearance, use of technology, and customer service.
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