FRAMEWORK DIAMOND STRATEGY BAGI RENCANA BISNIS TOKO BUKU AIRLANGGA

The bookstore is a business with a high level of competition. Previous analysis shows that demand in the bookindustry is still increasing. On the other hand, the trends in consumer reading behavior began to change. Theyadopting the development of technology, and started readinge-book through their electronic devices.PT Dharma Putra Airlangga demanded to improve performance in generating profits. By optimizing theiradvantages (captive market, brand image, location, etc.), PT DPA plans to open a bookstore as their business unit.Through diamond strategy analisys, found that by a strategic partnership with an existing bookstore, andpositioning as an academic bookstore specialist, and targeting students as their market segmen, is the most rational choice for Airlangga bookstore to compete with the other bookstores.Diamond strategies (Hambrick and Fredrickson 2005) was used to analyze, is an integrated, summarize andcommunicate your product, business and corporate-level strategy. This model includes the formulation of thestrategy, namely, to help answer the question in depth about the meaning of the strategies used and what willhappen in the future.The business plan Airlangga Bookstore through strategic analysis of diamond among others Arenas : AirlanggaBookstore chose to focus on selling academic books to keep serving sales of general books, especially students ofAirlangga University and long-term will focus on serving the sale of books in softcopy and located in the buildingSharia Tower Campus B Airlangga University. Vehicles : Airlangga Bookstore chose to develop the bookstore todo a strategic partnership (partnering) with an existing bookstore, book publishers leading academic, AirlanggaUniversity Press Airlangga University and other institutions. differentiator : Airlangga Bookstore is image as aneducational book store, the location and the outstanding service and reasonable prices. Staging and Pacing : forthe first two years, Airlangga Bookstore will focusing serve students and students in the area around the campusAirlangga. The third year and beyond are years of development and began to focus on sales softcopy book online.Economic Logic : in the analysis of payback calculation method, IRR and Present Value that researchers do, itwas concluded that, in the establishment of the business unit's Airlangga Bookstore benefit financially viable.