The implementation of focus strategy for small medium enterprises in maintaining customer loyalty, case study: a8 home mart
Small medium enterprise (SME) in Indonesia has been traditionally the main player in domestic economic activities. Although considered as the main player, SMEs still face tough competition both from peer SMEs and large enterprises (LEs). The appropriate business strategy must be implemented for SME to sustain and grow its business. One of the generic business strategies applied by SME is focus strategy. Focus strategy is believed as the appropriate strategy for SMEs in facing competition. Customers? loyalty is one of the indicators that indicate the success of focus strategy implementation. This research will try to prove whether focus strategy is the appropriate strategy in maintain customers? loyalty, using case study: A8 Home Mart. The approach used in this research is descriptive approach to analyze A8 Home Mart characteristics and quantitative research to measure the level of loyalty of A8 Home Mart customers.
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