Track: Business Management

Abstract

The bad stigma in traditional markets has resulted in some of the visitors looking for alternative shopping places. Existing market management has not been able to anticipate changes that occur in society. The existence of modern retail rivals traditional markets. The emergence of several new business models such as e-commerce and market places has made consumer spending patterns shift from conventional to digital. The purpose of this study is to analyze the internal and external factors of traditional markets, formulate traditional market competitiveness strategies using the SWOT matrix and formulate traditional market priority competitiveness strategies using the analytical hierarchy process (AHP). This research was conducted in the traditional market of Cicurug, Sukabumi Regency, Indonesia. The sample used in this study were 4 market experts. The sample was selected by the judgment sampling method. The method used is descriptive exploratory. The data is processed using AHP. The result of IFE calculation is 3.093 and EFE is 2.82975 so it can be concluded that market conditions are in quadrant IV in the IFE and EFE matrix with suggestions for using a diversification strategy. The weighting using the AHP method shows that the strategy with the highest value is the strategy (SO).