The growth of the hardware retailing business in Indonesia creates a new
concept for hardware retailing business in Indonesia AJBS, as the first self-serve
hardware store in Indonesia, has tried to introduce the new self- served concept in
the Indonesia hardware industry. But, with the condition of Indonesian customer
buying behavior, is it possible to apply this new concept in Indonesia? Derived
from this question, the writers came up with two problems definitions: (1) Why is
AJBS Swalayan not the first choice of the industries/ factaries to buy hardware/
technical tools? (2) Why AJBS Swalayan not successful in applying the ideal
retail mix strategy?
The writers used the causal research technique to gather data about the
hardware industry?s customer buying behavior and the real practices of AJBS?
retail mix strategy in the accordance with the ideal retail mix strategy.
As the conclusion, with the characteristics of Indonesian industrial
buyers, AJBS can?t apply the pure concept of a supermarket. In the last section of
report, the writers come up with the recommendations of what should be done by
AJBS to improve its retail mix strategy.
(34499002) LYDIA PRASETIANI
(34499045) EVIE NOVITA
(96-010) Richard Von Llewelyn
Universitas Kristen Petra
Year : 2003
hardware retail industry, supermarket concepts
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Final Assignment Report No. 0014/IBM/2003; Lydia Prasetiani (34499002), Evie Novita (34499045)
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