ABSTRAK Competition in furniture business is very tighten now. Though there are a lot of
Indonesian furniture producers and distributors, some players form foreign countries are
also expanding their market in this country. Today Olympic Group has four distribution
channels that contributing company?s revenue, those are: Traditional Retail Outlet
(TRO); Modern Retail Outlet (MRO) such as: Carrefour, Giant, Hypermart; Direct
Selling (DS) such as: OFAL, Mer, Furnimart; and Export. However Casmi realizes
that selling activity is not only the activity of selling product itself but also it has to
deliver value to all customers.
The existing distribution channels are not enough to increase market share and revenue
at all. As a market leader, Olympic should find another strategy to increase its revenue
through developing a new distribution channel in order to get competitive advantages.
This research focuses on how Olympic develops a new distribution channel as
another income by using Theory of Generic Strategy Process Model. The strategy
process model consists of four steps strategic analysis. The steps are Strategic Analysis,
Strategic Objectives, Strategic Definition, and Strategic Implementation.
The result of Generic Strategy Process Model is strategic business plan ? Developing
Distribution Channel through Web Store (E-Business) at Olympic Furniture ? or
furniture selling activity through the Internet. One of company?s consideration why
Olympic should sell furniture through the Internet, because it just enables to enlarge
internal resources that company has invested in ERP, and IFS information system in
2001. For the further discussion, some analytical data and facts will be presented in this
study.
