Differentiation!

At the end of the decade of 1970s to the decade of the 1980s, people in cities know Gelael Supermarket. Department stores, founded Dick Gelael is preferred because it is clean, orderly, prices are relatively friendly, and almost all the outlets coupled with Kentucky Fried Chicken.

Talk supermarket, definitely talk Gelael. A few years later emerged Hero supermarket. Initially, the Hero is not a threat, but it seems incredible firepower Hero. Marketing embracing nearly all urban residents. Slowly but surely, Hero Supermarket Gelael share erode.

What is the key to the success of Hero? Differentiation. Hero has a uniqueness that is not owned Gelael so that the share of change. Hero can find a variety of specific commodities like people that are considered to have a strong differentiation.

Hero was fun to come by these advantages retail players with big capital. Originally came Macro. However, horses are not deterred. However, other retailers when it comes to the larger scale, such as Hypermart and Carrefour, and in residential areas and offices appear Indomaret and Alfamart, Hero stung. The Gelael, though defeated, because it has a fanatical community, until now a number of outlets Gelael still survive.

As an experienced player in the field of retailing, Dick Gelael and Ipung Kurnia of Hero instead of do not understand this situation. Both moves are issued a squeeze of retail business experience over the decades. However, the situation is changing. Large retailers are able to offer some things that are not owned Gelael and Hero, such as diversity, completeness, and competitive pricing. Coming to the big retail with shopping into a giant stage with a lot of stock.

Dick and optimal Ipung can not do because of limited space and price sensitive. Both of these entrepreneurs may be removed at lower prices, but does not allow for the retail business very thin margin. Once a policy margin thinner, not to mention they can not compete, but will be thrown from the stage of the competition.

Another aspect that determines the appearance and Indomaret Alfamart. Both small-scale stores are able to offer goods at competitive prices and a smaller space. There is air conditioning and supermarket. Indomaret Alfamart quickly and captured the hearts of consumers. Practically, they seize the share of its competitors.

However, in line with the passage of time, and Indomaret Alfamart can not be complacent. Competitors came crashing endlessly. Completely off guard, will inevitably have a competitor who came later. Now it has emerged Seven Eleven to attract the concept. There is a scent of your lifestyle and needs of the public at present. After the Seven Eleven, there still may be other retailers that come to greet the public Indonesia.

If Alfamart, Indomaret, and other retailers want to survive, must be to offer differentiation, uniqueness, which is owned by another company. Capital and experience alone do not adequately hold the invasion of competitors. They must have a uniqueness that no other company can offer. Something very peculiar to them.