| Summary: | The aim of this research is to analyze the sustainable competitive
advantage of K24 Apothecary Demangan Branch, Yogyakarta. K24
Apothecary is one of the biggest chains of 24-hours operating apothecaries
in Indonesia, and the first ones using franchise system. The research is
conducted on the Demangan Branch of K24 Apothecary, one of the biggest
branch apothecary, which the assumption that it will portray the condition of
K24 Apothecaries in general.
The strategies that are employed by K24 Apothecaries are
innovation and differentiation strategies. K24 Apothecaris are expected to
be able to sustain their company�s competitive advantage ahead to their
competition and to keep becoming the market leader of Indonesia�s
apothecary chains. A company can be labelled reaching sustainable
competitive advantage if a number of buyer prefer to use the products or
services offered by the company over the competitors, and that preference is
going for some time. The analysis used to determine whether K24
Apothecary Demangan Branch Yogyakarta achieved sustainable
competitive advantage were Importance Performance Analysis (IPA) which
conveys the five dimensions of Service Quality which are Reliability,
Responsiveness, Assurance, Empathy, and Tangible. Many literatures stated
that IPA has been widely used in many field (of science), such as Marketing
Strategy, Operational Strategy, Human Resource Evaluation, and better
Company Resource Allocation. This method has been introduced as a
framework for understanding customer satisfaction as a function of attribute
importance expectancy and evaluation of performance.
The results of strategic analysis of Importance Performance Analysis
indicate that K24 Apothecary has been succesful in implementing a
differentiation strategy. Guarantee of complete availability of medicine,
price which is appropriate to the quality of medicine, and premium service
is located in the B quadrant is indeed the company�s competitive advantage.
Eventhough for now there are many competitor chains such as Apotex and
Kimia Farma which also operates 24-hours,as the first chains of 24-hours
operating apothecaries, K24 apothecaries has firmly creating strong
preference in the consumers� mind.
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