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COSTCO WHOLESALE IN 2012 : 
MISSION, BUSINESS MODEL, 
AND STRATEGY 
Ferdi Bima 
Ika Putri Murwadi 
Untari Febrian R 
Retno...
MISSION STATEMENT : 
To continually provide our members with quality goods and 
services at the lowest possible price 
Bus...
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
Solution 
598 Warehouses 
di USA, Korea, 
...
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
Business 
Model 
Solution 
Low prices 
Lim...
Bagaimana cara Costco mempertahankan diri 
sebagai market Leader dalam industri 
wholesale? 
Business 
Overview 
Problem 
...
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
PORTER’s 
5 FORCES 
Solution
INTERNET ENVIRONMENT COST 
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
DRIVING 
FORCES...
wide 
market share 
Business 
Overview 
Problem 
Statement 
Costco Strategic Group Map 
External 
Analysis 
Internal 
Anal...
• Berada di daerah yang dekat perumahan 
• Kemampuan untuk mengendalikan rantai suplai yang kuat 
• Memberikan produk loka...
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
COMPETITIVE 
STRATEGY 
Solution 
Best cost...
Costco menargetkan pemilik usaha kecil – menengah yang memiliki 
pendapatan pribadi pada kisaran $100.000/tahun atau lebih...
Business 
Overview 
Customer needs (WHAT) 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
FIVE GENERIC 
COMPE...
Business 
Overview 
Membership (HOW) 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
FIVE GENERIC 
COMPETITIV...
Business 
Overview 
Membership (HOW) 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
FIVE GENERIC 
COMPETITIV...
Products (HOW) 
Costco berfokus pada penjualan produk dengan harga rendah, dan 
pada volume yang besar 
Barang biasanya di...
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
FIVE GENERIC 
COMPETITIVE 
ANALYSIS 
Solut...
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
SWOT 
MATRIX 
Solution 
Strengths : 
Low P...
Business 
Overview 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
SWOT 
MATRIX 
Solution 
• Ekspansi ke luar...
Penambahan Self Check Out 
Business 
Overview 
Counters 
Problem 
Statement 
External 
Analysis 
Internal 
Analysis 
Solut...
pertanyaan 
• Solution, groceries lebih murah ? Kalau bagian com adv kenapa hrs 
dikurangi ? 
• Threath ada kanibalisasi. ...
Strategic Management : Costco Mission, Business Model and Strategy
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Strategic Management : Costco Mission, Business Model and Strategy

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This Presentation created for Strategic Management class by Mr.Amin Wibowo. Universitas Gadjah Mada 2014

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Strategic Management : Costco Mission, Business Model and Strategy

  1. 1. COSTCO WHOLESALE IN 2012 : MISSION, BUSINESS MODEL, AND STRATEGY Ferdi Bima Ika Putri Murwadi Untari Febrian R Retno Wulandari Danar Setyo Arie Wismoyo Dini Nur Septiana
  2. 2. MISSION STATEMENT : To continually provide our members with quality goods and services at the lowest possible price Business Overview Problem Statement External Analysis Internal Analysis Solution Code of Ethics 1. Obey the law. 2. Take care of our members. 3. Take care of our employees. 4. Respect our suppliers.
  3. 3. Business Overview Problem Statement External Analysis Internal Analysis Solution 598 Warehouses di USA, Korea, Canada, Puerto Rico, UK, Taiwan , Japan, Australia & Mexico Costco’s 2011 total revenues : $88.9 billion. Annual sales / store : $146 million (85% > sams club) Membership : 25 million households & 6.4 million business Rapid Inventory Turnover
  4. 4. Business Overview Problem Statement External Analysis Internal Analysis Business Model Solution Low prices Limited selection of quality merchandise +Wide range of merchandise categories Rapid inventory turnover Volume purchasing Efficient distribution Reduced handling of merchandise +No-frills, self-service warehouse Operating efficiencies Rapid inventory turnover +Operating efficiencies Profit at a very low gross margin + Membership Fees
  5. 5. Bagaimana cara Costco mempertahankan diri sebagai market Leader dalam industri wholesale? Business Overview Problem Statement External Analysis Internal Analysis Solution
  6. 6. Business Overview Problem Statement External Analysis Internal Analysis PORTER’s 5 FORCES Solution
  7. 7. INTERNET ENVIRONMENT COST Business Overview Problem Statement External Analysis Internal Analysis DRIVING FORCES Solution
  8. 8. wide market share Business Overview Problem Statement Costco Strategic Group Map External Analysis Internal Analysis Comparative Market Positions Solution 6 5 4 3 2 1 0 0 1 2 3 4 5 6 7 8 little number of warehouse many little
  9. 9. • Berada di daerah yang dekat perumahan • Kemampuan untuk mengendalikan rantai suplai yang kuat • Memberikan produk lokal • Menemukan pasar baru • Membuat komunitas pelanggan • Tetap berpegang pada visi perusahaan • Mudah mengakses ke global e-commerce • Memberikan pengalaman berbelanja yang baik pada konsumen Business Overview Problem Statement External Analysis Internal Analysis KEY SUCCESS FACTORS Solution
  10. 10. Business Overview Problem Statement External Analysis Internal Analysis COMPETITIVE STRATEGY Solution Best cost provider
  11. 11. Costco menargetkan pemilik usaha kecil – menengah yang memiliki pendapatan pribadi pada kisaran $100.000/tahun atau lebih Rata – rata pelanggan Costco adalah perempuan dalam rumah tangga besar dengan pendapatan sebesar $50.000/tahun atau lebih Kebanyakan customer adalah dari kelompok etnis Hispanik dan Asia Customer memiliki jumlah kunjungan 8-11 kali per tahun Business Overview Problem Statement External Analysis Internal Analysis FIVE GENERIC COMPETITIVE ANALYSIS Solution Customer (WHO)
  12. 12. Business Overview Customer needs (WHAT) Problem Statement External Analysis Internal Analysis FIVE GENERIC COMPETITIVE ANALYSIS Solution Quality Product  Harga yang relatif rendah  Convenience / Kenyamanan  Reliability
  13. 13. Business Overview Membership (HOW) Problem Statement External Analysis Internal Analysis FIVE GENERIC COMPETITIVE ANALYSIS Solution Gold Star Member = $ 50 Business Member = $ 50 Executive Member = $ 100 Membership fees allow Costco to maintain low margins
  14. 14. Business Overview Membership (HOW) Problem Statement External Analysis Internal Analysis FIVE GENERIC COMPETITIVE ANALYSIS Solution Gold Star Member = $ 50 Business Member = $ 50 Executive Member = $ 100 Membership fees allow Costco to maintain low margins
  15. 15. Products (HOW) Costco berfokus pada penjualan produk dengan harga rendah, dan pada volume yang besar Barang biasanya dikemas massal (Dipasarkan terutama untuk keluarga besar dan bisnis) Tidak membawa beberapa merek atau varietas (House Brand untuk menjual, di bawah label Signature Kirkland) Business Overview Problem Statement External Analysis Internal Analysis FIVE GENERIC COMPETITIVE ANALYSIS Solution Hasil volume penjualan yang tinggi dari vendor tunggal, memungkinkan pengurangan lebih lanjut dalam harga, serta mengurangi biaya pemasaran
  16. 16. Business Overview Problem Statement External Analysis Internal Analysis FIVE GENERIC COMPETITIVE ANALYSIS Solution Generic Competitive Strategy •Best-Cost Provider • Top-quality merchandise • Lowest price • Treasure-hunt items • Kirkland Signature • Top-quality in-house brand
  17. 17. Business Overview Problem Statement External Analysis Internal Analysis SWOT MATRIX Solution Strengths : Low Prices Strong Brand Operating Efficiency Strong membership Weaknesses : Burden of high wages paid to worker Low price margins E-commerce activities Small Marketing budget compared to discount retailers and super markets Opportunities : Appeal to conscientious shopper Expand into foreign stable markets Mergers & Acquisitions Massive supplier pool Threats : Aggressive price competition by rivals Political complications in foreign markets Cannibalization
  18. 18. Business Overview Problem Statement External Analysis Internal Analysis SWOT MATRIX Solution • Ekspansi ke luar negeri S-O Strategies • Peningkatan E-Commercee W-O Strategies • Menawarkan produk yang berbeda di website dan di warehouse untuk menghindari kanibalisasi S-T Strategies • Penguatan Kirkland Signature brand • Intensifikasi marketing, menambah sedikit biaya marketing W-T Strategies
  19. 19. Penambahan Self Check Out Business Overview Counters Problem Statement External Analysis Internal Analysis Solution CO-Branding Kirkland Signature Penambahan Peripheral Services Bekerjasama dengan Samsung Groceries yang lebih murah Bekerjasama dengan google express
  20. 20. pertanyaan • Solution, groceries lebih murah ? Kalau bagian com adv kenapa hrs dikurangi ? • Threath ada kanibalisasi. Kontrolnya bagaimana ? • Economic of scale, apakah masuk strategi berhubungan dengan low price • Apakah bisa meningkatkan presentase jumlah kirkland. • Inventory Costco high atau low ? Kalau dibandingkan dengan low price • Saila : the lowest possible prices, bagaimana berikan harga rendah selain pengelolaan inventory • Novan : penjualan Samsung apakah tidak berlawanan dg treasure hunt buyer ? • Nurvandi : didalam industri ini adakah sistem integrated procurement ? • Andri : bagaimana jaga harga rendah kalau bersaing dg amazon ?

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