In previous articles have described about the Definition of SWOT Analysis, 5 Things That Should Be Observed In Determining The SWOT Analysis At Your Store , and SWOT Strategy. To further clarify the understanding a SWOT, I tried pouring this understanding through a case study. This case study is the result of observation at a retail store when I was undergoing training in the management of an enterprise retail music and movies that one branch of his business is selling CDs, VCDs, DVDs, and Blu-ray discs. Store name deliberately omitted to protect the privacy of the store, so in this paper mentioned the name of the store is a store X.
As we all know that before doing a SWOT analysis required data include Man, Material, Method, Machine, and Environment. Here is a description of the data obtained.
1. Man
Store X has 6 employees, consisting of one store manager, two cashiers, and 3 clerks. All employees at Store X has had a fairly in-depth knowledge about products sold in the store. This called Product Knowledge. The average length of their work is already more than a year, even the cashier at the Store X has been working for 3.5 years. Store X does not have a store supervisor, therefore all the decisions and policies made by Store Manager. Although only be handled by the Store Manager, all policies and decisions can be accomplished, because all employees have good discipline. The Store X organizational structure is as follows:
2. Material
Quality products are extremely good, considering the products sold are original products and not pirated. Defective products are not displayed in the display. This is due to the alertness and thoroughness of the employees who has always routinely review new products that came before display it in stores. CDs are the largest quantity rather than other products, VCD is the second largest product, then followed with a DVD, and the last is the Blu-ray Disc. Audio CD are largest because the level of demand for these products are more than others product. Products genre which are sold in the store X is considered sufficient to meet customer needs. Jazz, Pop, Karaoke, up to a classic is available here. However, the diversity of the CD that have still lacking, it is seen from the many albums are certain singers that are not available at this store.
3. Method
Store X provides a sense of kinship store comfort to all employees. Store manager ability to foster a sense of belonging of this store makes the employees feel part of a good team .Of team cohesiveness and high sense of belonging creates service beyond excellent can be done well. Store Manager spur employees to have the ability to speak well. This is intended to increase sales can be stimulated by providing an alternative way of purchase to its customers.
4. Machine
To facilitate business activities, store X is equipped with two units of desk listening (one in damaged condition), 2 units of television, a computer unit, 1 unit of VCD / DVD Player, 1 unit of Blu-ray Disc player, 1 unit check point (the anti thieves), 1 unit of safety box, 1 unit of telephone, and 1 unit of hot pressing. This store is also equipped with a back office that serves to break the activities of employees.
5. Environment
Store X locations joining a supermarket. Store X location is located on the 2nd floor of the building and is located next to the right corner of the supermarket building. Corner locations and on the 2nd floor is things that is felt as a weakness that has, because the store has become invisible to the general public. This store has no competition in the relative radius of several kilometers around. There are no stores that sells similar products in the area. Therefore Store X has important role in this area in meeting the needs of the entertainment. But unfortunately there is no information indicating that the supermarket has Store X included. Because the place is hidden, then the store is made with minimalist interior and exterior design. This store has an area of ± 35 m2, and store lay out are designed so that they can meet and represent the product being sold. Here is the display layout of Store X:
All data obtained from these five parameters will be discussed in Case Study : A SWOT Analysis in Retail Stores Part 2.
