Hero Supermarket is a retail company. Retail business is developing rapidly nowadays; this development is in line with the growing public lifestyle variety. Today we have various retail businesses such as supermarket, hypermarket and minimarket in every city corner which cause the emergence of many competitors which could threaten Hero supermarket survivability. From the interview with Hero Supermarket management, the
writer see that the amount of visitors are decreasing in the past few years, while from the
interview with the consumers of Hero Supermarket, the consumers feel less interested in shopping there. From the data collected it can also be seen that the net profit of Hero Supermarket in the past 6 years is decreasing significantly. Therefore, Hero Supermarket has to create a new promotional strategy so it can compete with other retail businesses that are currently doing promotional strategy persistently to gain more consumers.
Based on those problems, this research is aimed to identify Hero Supermarket brand equity position towards some of business retail competitor in four categories which are brand awareness, brand association, perceived quality and brand loyalty. From the result of supermarket towards the brand HERO supermarket is still lacking in comparison to other retail business brand. Based on the comparison of brand awareness of different retail
businesses, HERO supermarket still place 2nd
image of providing wide variety of product and relatively high quality, but with a higher price caused lots of consumers became less loyal shopping in HERO supermarket. From the result analysis of SWOT, it can be seen the strength, weakness, opportunity, and threats present to HERO supermarket, the writer found SWOT strategies that can be done and are divided into: Strength-Opportunity strategy (SO Strategy), Weakness- Opportunity Strategy (WO Strategy), Strength-Threat Strategy (ST Strategy), and Weakness- Threat Strategy (WT Strategy). On this SWOT analysis, we will get the promotion strategy
that can be done by PT HERO supermarket Tbk in increasing HERO supermarket brand equity for consumers. |