VALUE CHAIN ALTERNATIVES: A SURVIVAL OF MODERN RETAIL TRADE

Abstract

Under the new normal condition, modern retail trade entrepreneurs have to face challenges in dealing with more difficulties in business and taking longer times than expected to recover the business. Even though the business is expected to be recovered in 2021 after its downfalls in 2020, how the modern retail trades adapt themselves to survive according to the concept of value chains is crucial.  1) How to create differentiation from the competitors by focusing on any aspect in the value chain to create their differences in commodities and services 2) Wow to create an advantage in cost by focusing on any aspect in value chain to build an advantage in the cost. Value chains consist of the linkages of two different components. The capacity in optimally integrating the two components of primary activities and support activities is how the value and other benefits are created. These can be combined for the final benefits needed by the customers. This includes steps of the process of creating continuous chain of values to build the final benefits of products and services delivered to the customers to utilize.