Strategic Management

Group Assignment : IFE, EFE, CPM, & SW Analysis

Arrange by :

Amelia RahmadhaniPutri Amrigan

Feelya Monica

Nisrina Afifah

Rana Syifa

1. Internal Factors Analysis

Strength and Weaknesses of Matahari Dept. Store

No. Strength Initial

1. Has the largest sales area in Indonesia A
2. Has an excellent track record in the retail industry B
3. Good brand awareness C
4. The name is well known to the public D
5. Selling a variety of fashion products E
6. Always selling the latest fashion products F
7. Providing products for all people (gender, age & religion) G
8. Have a good local understanding (in store promotion) H
9. Being in a big and strong business group I
10. It has a membership program that attracts a lot of subscriptions J
Weaknesses
1. Product prices tend to be more expensive than competitors K
2. Discounts given are not as big as those given by competitors L
3. Not yet reach the middle-low M
4. Lack of fast adaptation to competitors N
5. The absence of automated services O
6. Number of workers (SPG and SPB) P
Product brands sold at Matahari can also be found on-siteothers
7. Q
easily
8. Lack of worker loyalty R
Prone to theft of company goods and consumer goodsbecause there
9. S
is no luggage storage for customers
10. The amount of capital needed to open a branch of Matahari T

Technical Internal Factor Weighting PT. Matahari Department Store

2. External Factors Analysis

3. Competitive Profiling Matrix (CPM) Analysis

PT. Matahari Department Store Tbk. is one of the biggest retail companies in
Indonesia. But the giant retail companies in Indonesia are not only PT. Matahari
Department Store Tbk. Of course, there are several other large companies operating
in the same sector. Some of PT. Matahari Department Store Tbk. in Indonesia:
1. PT. Ramayan Lestari Sentosa Tbk. (Ramayana Department Store)
2. PT. Metropolitan Retailmart (Metro Department Store)
 Competition in the retail industry is also felt to be quite tight. With this tight
competition, a study is needed in order to find out the position of PT. Matahari
Department Store Tbk. compared to its competitors. Competitive Profile Matrix
(CPM) is a method used to analyze the problem outlined above. This method is in
principle almost the same as the weighting method for strengths, weaknesses,
opportunities and threats is only slightly different because it must be compared with
rival companies. Before making a comparison, first weighing the factors that will be
taken into account, these factors include:
1. Management

2. Distribution of outlets

3. Customer Loyalty

4. Quality of Service

5. Product Quality

6. Product Prices

7. Market Mastery

8. Speed in Providing New Pruduk (who are trending)

 Based on the comparison of the CPM scores above, rating in Madagascar is
based on observations and buying experience at each department store. In terms of
management, the rating is given the same for each department store, this is based
on observations about recruitment, treatment of employees and management in the
outlets. While for outlets, the Sun has the highest rating because the solar outlets
are almost at all regions and cities in Indonesia, while Ramayana is only in areas or
cities that have a large population and Metro is only in regions or big cities. The
highest customer loyalty rating is given to Ramayana because the price of the
product is cheap but has the same style as the expensive product making people
tend not to get bored to shop at Ramayana, while in Matahari and Metro only the
upper middle class people are loyal to shopping.
The quality of service for each department store is considered the same
because they both adopt similar service systems. Meanwhile, the quality of products
offered at Matahari and Metro is slightly better than the products offered at
Ramayana. In terms of prices and price discounts, Ramayan has advantages over the
others, this is because Ramayana moves at the middle-low level while Matahari and
Metro move at the middle-up level. In terms of speed in providing the latest fashion
products, Matahari is at the same rating as Metro because it is very aware of fashion
trends, while in Ramayana, it is usually a bit late in releasing the latest fashion
products.
PT. Matahari Department Store Tbk. has the highest total score among its
competitors. Thus it can be concluded that PT. Matahari Department Store Tbk. Is in
the top position in the business competition in the retail industry sector in
Indonesia.
4. SW – Analysis
Strength :
1. Has wide market sector (store spread throughout Indonesia)
2. Marked as the best retail industry
3. Has good brand awareness
4. Well known retail brand in Indonesia
5. Sell numerous kind of fashion product
6. Up to date fashion item
7. Provide product for all market segment (gender, age & religion)
8. Has good cultural ackowledgement
9. In the big and strong business group
10. Has membership programme to attract customer

Weakness :
1. Price is relatively high compare to other company
2. Discount is relatively low compare to another retail brand
3. Middle – low class customer is unreached yet
4. Lag of adaptation to rival company
5. Automatic service is unavailable
6. Numerous Employee
7. product sell in Matahri also sell in another store
8. Lag of employee loyality
9. High risk of thieft of inventories and customers goods
10. relatively hard to expand (require a lot of capital to build new store)