The Analysis Of Franchise Adaptation In Indonesia : A Case of "PriceSmart" Membership Shopping

Abstract

It is the management task to adapt the concept of PriceSmart Membership Shopping as close as it is supposed to be, while at the same time consider the customers expectation so that the gap will not be too wide. In other words, PriceSmart needs to identify customer expectation and match it with the basic concept of the warehouse club. This is started from identifying the customer, then determining the positioning, and finally set the marketing strategy reflected in the marketing mix (product, price, place, and promotion). This study is conducted to find out the gap between PriceSmart basic concept and local condition and to recommend the marketing strategy to work out the gap. More detailed objectives are: (1) To observe the basic concept of PriceSmart Member- ship Shopping; (2) To observe and analyze local market condition; (3) To find out whether there is a gap; (4) To analyze the competition within the industry; (5) To recommend the practical adaptation on marketing mix basis (product, price, place, promotion). The study was started from analyzing macroenvironment and micro- environment, analyzing the impact to the basic concept as well as the local condition, finding out the gap, analyzing the marketing strategy and give recommendation. Data used consist of both primary and secondary data, collected from direct observation and interview with the management, and from related institutions...etc.