Ranisa Nadilla Sandy


This research is a descriptive research which aims to make a systematic and accurate view of facts, behavior and relation between aspects that are quantitatively or qualitatively researched. This research was done to see the strengths, weaknesses, opportunities, and threats that were faced by Freakinshop and determine the best strategy for it. Strategic formulation consist of three stages; input stage, matching stage, and decision stage. In the input stage Internal Factor Evaluation (IFE) and External Factor Evaluation matrix were used to analyze the strengths, weaknesses, opportunities, and threats of Freakinshop. The second stage which is the matching stage uses Strength-Weakness-Opportunity-Threat (SWOT) analysis and Internal-External (IE) matrix. Based on the input, Freakinshop placed at SO strategy on the SWOT analysis and on the fifth quadrant of the IE matrix. Both of those matrix resulted on market penetration and product development strategy for Freakinshop. Next, the decision stage. Quantitative Strategic Planning Matrix (QSPM) was used to determine the best strategy from the alternative that was given by the second stage. With the highest score, market penetration strategy was chosen as the best strategy for Freakinshop now. This strategy can be implemented by increasing the promotional activity and by sponsorship at K-pop events in Malang.


Keywords: Input stage, matching stage, decision stage, online shop, Freakinshop, market penetration

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