| Summary: | PT Matahari Department Store Tbk is one of the companies competing in
the retail business within Indonesia. Competition in the retail industry has
increased remarkably coinciding with free trading being more open, shown by the
addition of several foreign department stores into the Indonesian retail industry.
To maintain a competitive foothold and stay in front of their competitors,
PT Matahari Department Store Tbk has developed their own capabilities and
resources consistent with their Cost Leadership strategy. In this study will be done
an analyis of PT Matahari Department Store Tbk�s capabilities and resources
using VRIO analysis, which is an analysis focused on the internal conditions
within a company. Capabilities and resources within a company can be created
from the activities done by PT Matahari Department Store Tbk. This study also
analize using Value Chain analysis.
After conducting analysis using VRIO and describing the main and
supporting activities within the company, then the competitive advantages of PT
Matahari Department Store Tbk is able to be identified. An advantage that can
sustain within the competition in the retail industry is an advantage that has the
criteria included in the VRIO analysis, that are valuable, rare, inimitable and
organized. An advantage that fulfills the four criterias stated above is usually
known as a Sustainable Competitive Advantage.
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