Research Paper
Year: 2021 | Month: February | Volume: 8 | Issue: 2 | Pages: 177-187
DOI: https://doi.org/10.52403/ijrr.20210226
JNE Gaplek Sales Counter Competitive Strategy to Increase the Profit Share of the Partnership
Armahedi Mazhar Zuharo1, Lukman Mohammad Baga2, Tanti Novianti3
1School of Business, IPB University, Jl Raya Pajajaran, Bogor, Indonesia
2Department of Agribusiness, Faculty of Economics and Management, IPB University, Jl. Agatis,
IPB Dramaga Campus Bogor 16680
3Department of Economics, Faculty of Economics and Management, IPB University, Jl. Agatis,
IPB Dramaga Campus Bogor 16680
Corresponding Author: Armahedi Mazhar Zuharo
ABSTRACT
The shift in people's shopping behavior has an impact on economic growth in the logistics sector. This has resulted in a high level of competition in the logistics industry. One of the logistics companies in Indonesia is JNE which has many agents/sales counters. JNE Gaplek sales counter is one of the agents owned by JNE in the South Tangerang area. JNE Gaplek sales counter have an image as the head office of JNE South Tangerang representatives. However, high competition resulted in a decrease in profit share at JNE Gaplek sales counter. This study aims to analyze customer satisfaction, internal and external factors in JNE Gaplek sales counter and to formulate competitive strategies for freight forwarding services. The scope of this research is focused on the level of competition at the strategic business unit level. This study uses qualitative and quantitative descriptive approach. The analysis techniques used in this research are Importance Performance Analysis, Internal Factor Evaluation, External Factor Evaluation, Porters five forces, and Internal-External matrix. In the IFE analysis, it was found that the JNE Gaplek sales counter has the highest strength is a strategic location. Meanwhile, the highest threat is high customer loyalty to competitor companies. The result of IE matrix analysis shows that the JNE Gaplek sales counter is in quadrant V (hold and maintain strategy) which produces the following strategies: market penetration strategy and product development strategy. This research is expected to be a reference and comparison for further research and can be applied by JNE Gaplek sales counter.
Keywords: Sales Counter, Customer Satisfaction, Competitive Strategy, Share Profit.
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