Analysis of online market system design strategy based on external and internal factor evaluation matrix

Abstract

The development of e-commerce or e-Market technology today creates a culture of Smartphone usage as the main media in communicating and doing business so it makes the opportunity to be utilized in overcoming every conventional issues in doing business. One of the issues in Tanah Abang Market is the congestion due to the large number of visitors coming from outside Jakarta. Therefore, a proper market development strategy is needed. The method used in this research was SWOT (Strengths, Weaknesses, Opportunities & Threats). The strategy is composed of the calculations described in the EFE (External Factor Evaluation) and IFE Matrix (Internal Factor Evaluation). The result of internal factor analysis from IFE matrix obtained value equal to 3,27, while result of External factor analysis from EFE matrix obtained score equal to 3,35. Based on the data, the strategy of market development by designing the Online Market application is legally specific for the official seller in Tanah Abang Market is one of the right strategy in overcoming the issues in Tanah Abang Market. Furthermore, the design of Online Market System application for Tanah Abang Market (Blok F) produced in this research is part of the implementation of market development strategy.