ANALYSIS OF THE COMPETITIVE STRATEGY OF RETAIL BUSINESS IN THE NEW NORMAL ERA

Abstract

The Covid-19 pandemic has impacted almost all business sectors, including the retail business. Changes in consumer behavior and a decrease in purchasing power have an impact on sales decline. Globally, the decline in retail business sales is estimated to be up to 9.6 percent equivalent to 2.1 Trillion dollars. on the level of retail business sales in Indonesia, as reflected in the Real Sales Index (IPR) which was recorded at minus 16.9%. This figure is worse than the March 2020 IPR, minus 4.5%. Ami mart is a company in Magelang that runs a modern retail business that serves wholesale and retail purchases. Having a total of 25 employees, as of November 2021 Ami Mart has opened 3 branches. The three Ami Mart branches, each located in a location adjacent to similar retail businesses that have been established before, such as Fleet supermarkets, Indomart, and Alfamart. Intense competition with pre-existing national retail companies plus new normal conditions after the COVID-19 pandemic makes Ami mart need to determine the right competition strategy, especially in accordance with socio-economic conditions in the new normal era. One of the ways to determine competitive strategy is the SWOT method. SWOT analysis is carried out by identifying factors such as Strengths (Strengths), Weaknesses (Weaknesses), Opportunities (Opportunities) and Threats (threats), then the appropriate strategy can be determined according to company conditions. SWOT analysis, shows that the internal strategic factor analysis summary (IFAS), the results of the strength factor of Ami Mart's retail business have a score of 2.54 and the strength factor of Weakness has a score of 1.94 so that it has a total score of 4.48. SWOT analysis, shows that the external strategic factor analysis summary (EFAS), the results of the Ami Mart retail business opportunity factor have a score of 2.23 and the threat has a score of 1.85 so that it has a total score of 4.09. The SWOT matrix shows that Ami Mart's retail business is in quadrant I, namely at the point (0.3 : 0.2) which means the company has a favorable situation where there are opportunities and strengths so that they can take advantage of existing opportunities. Ami Mart is in a position that allows it to continue to expand its business in the new normal era. 2) which means the company has a favorable situation where there are opportunities and strengths so that they can take advantage of existing opportunities. Ami Mart is in a position that allows it to continue to expand its business in the new normal era. 2) which means the company has a favorable situation where there are opportunities and strengths so that they can take advantage of existing opportunities. Ami Mart is in a position that allows it to continue to expand its business in the new normal era.