Analysis of hypermarket industry and its impacts on traditional markets in Ciputat and BSD City area (descriptive case Hypermart Matahari)
The following research paper examines the growth of hypermarket industry in Indonesia and focuses on its impacts on traditional market located in surrounding area. A research is conducted in Ciputat and Bumi Serpong Damai through interview and observation. Hypermart Matahari is chosen as a case study to analyze the strategies employed by hypermarkets in order to survive the intense competition. rnThe author carries out a descriptive qualitative study to gather facts and analyze the details of research object. In this study, primary data are collected by observing and interviewing a number of merchants in Pasar Ciputat, Pasar Cipulir and Pasar Modern BSD, customers of traditional market as well as hypermarket, and Vice President of Hypermart. While secondary data are obtained through literature review. rn In this study, it is discovered that the success of hypermarket industry is somewhat correlated to the national and regional economic growth trend, change in urban lifestyle and government policies. Hypermart itself has its own strategies to compete in hypermarket industry. The author also applies the SWOT method to analyze the upsides and downsides of traditional market as well as ways to prevent the negative effects resulted from competition with hypermarkets. The writer concludes that although the existence hypermarket affects traditional market. it manages to survive due to loyal customers such as small businesses like food stall. restaurants. who frequently shop in large quantity. Nevertheless. government intervention is necessary in order to create a healthy competition in the retail industry.",",", No other version available
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