Development of Distribution Center Leu Mart Karawang with Feasibility Analysis, SWOT, STP, IFE EFE IE and Marketing Mix 9P
DOI:
https://doi.org/10.25124/jrsi.v8i02.515Keywords:
Feasibility Analysis, SWOT, STP, IFE EFE,, Marketing Mix 9PAbstract
MSMEs are Indonesia's largest financial access by contributing 60.34% of GDP (Gross Domestic Product).
Seeing the very high number of markets with needs that must be met, the Leu Mart Karawang Distribution
Canter (DC) was formed to bridge by cutting the distribution process from direct suppliers to small and
medium businesses, both large and small stores, MSMEs, and Village-Owned Enterprises (BUMDES). DC
Leu Mart Karawang is the first modern market in Karawang that helps increase MSMEs by simplifying the
distribution process for basic food products and daily necessities based on websites and Android
applications. To support competition and market opportunities, a study was conducted using SWOT
analysis, STP (Segmenting, Targeting, Positioning), IFE EFE analysis and Marketing Mix 9P accompanied
by a competition analysis of market opportunities, operations, finance, marketing and human resources.
The results of this study explain that DC Leu Mart Karawang is very feasible and has good long-term
prospects to run. Besides being stated by the results of the analysis, DC Leu Mart Karawang has also been
running for approximately 8 months with an increasing trendline every month. This is supported by a
Return on Investment (ROI) of 43.5% and a Payback Period of 2 years and 1 month. The investment
feasibility results in an NPV of Rp. 7,001,220,721, IRR 51% Net B/C 6.77 and PI 2.16.