Analysis of Expansion Strategies in Supporting the Development of Grocery Store Entrepreneurship in Pangkep Regency

Abstract

This study aims to analyze expansion strategies as an effort to support the development of entrepreneurship in grocery stores in Pangkep Regency. This study uses a qualitative approach with descriptive methods. Data were obtained through observation, interviews, and documentation. Informants in this study consisted of business owners, employees, and grocery store customers. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions. Expansion strategies were analyzed using the Ansoff Matrix which includes market penetration, market development, product development, and diversification. The results show that grocery stores in Pangkep Regency have undertaken various efforts to develop entrepreneurship through a gradual expansion strategy, although the implementation is still basic and not fully planned. The market penetration strategy is implemented through providing friendly service, setting competitive prices, and efforts to maintain customer loyalty. The market development strategy is carried out by reaching household consumers, small traders, food stalls, and culinary businesses around the Pangkep Regency Central Market. The product development strategy is realized by adding various basic necessities and complementary goods according to consumer needs. The diversification strategy is still in its early stages, such as plans to implement a digital payment system, ordering services via WhatsApp, and the addition of supporting products and services. The findings of this study indicate that the implementation of expansion strategies has an important role in supporting the development of grocery store entrepreneurship to be more adaptive and able to increase competitiveness amidst the development of the business environment.