| dc.description.abstract | Economic growth in the era of globalization is marked by the development of the business in all areas. One of today's growing businesses are Small and Medium Enterprises (SMEs). Small and medium enterprises are often found today are small and medium enterprises engaged in the retail business, the supermarket. This study aims to determine the business strategy undertaken by Gajah Mada Supermarket in Lubukpakam, Deli Serdang. The strategy includes pricing strategies and marketing strategies. The method used in this study is a qualitative method, ie the research methods used to examine the natural objects, where the researcher is the key instrument. Data collection techniques triangulation (combined), data analysis is inductive, and qualitative research results further emphasize the significance of the generalization. The technique will be used to blunt the data source is the data collection techniques in depth interviews, participant observation, and the study of literature. The result showed that the strength of the Gajah Mada Swalayan are good service, product packaging neat and clean, affordable, and tastes are changing society. The weakness of Gajah Mada Swalayan are parking place is inadequate, the lack of promotion and employee stops working and recruiting new employees. While the opportunities of Gajah Mada Swalayan are the advantage of technology, providing a variety of products, the location of Gajah Mada Swalayan is strategic and supply of goods are always on time. Threats of Gajah Mada Swalayan are the emergence of similar competitors and national economic conditions. | en_US |
