Citation:

Dr. Mohammad Abghi Firyal Ulhaq, Harimukti Wandebori. "Proposed Business Strategy for Apotek H2O Expansion" International Research Journal of Economics and Management Studies, Vol. 4, No. 1, pp. 125-151, 2025.

Abstract:

The pharmaceutical industry in Indonesia has experienced significant growth, especially in the post-COVID-19 era, driven by increasing health awareness and evolving consumer preferences. Apotek H2O, established in 2020, operates in this dynamic market, offering affordable and comprehensive healthcare products. Although the pharmacy has a stable customer base, market saturation, increased competition, and customer demands for innovative services make it focus strategically on expansion. This study will, therefore, devise a solid business strategy to enable Apotek H2O to grow and enhance its market position. The study will apply a combination of qualitative and quantitative methods, including market analysis, SWOT, TOWS, and SERVQUAL models, to assess the internal strengths and external opportunities. The main findings reveal that consumer preferences focus on affordability, a wide range of products, and customized services, which align with Apotek H2O's strengths in terms of affordability, diversity of products, and good customer service. The proposed strategies include the exploitation of digital technology, supply chain management, employee training, opening new branches in strategic locations to expand market reach, and increasing brand awareness. The actionable implementation plan addresses both external market dynamics and internal operational changes, outlining the resources and timetable necessary to enable a seamless implementation. By offering insights into the implementation of an integrated framework for small and medium-sized businesses (SMEs) in the pharmaceutical industry, this thesis adds to the body of research on strategic management. By implementing the suggested tactics, Apotek H2O has a high opportunity of attaining long-term growth, meeting changing client demands, and solidifying its standing as a reliable healthcare supplier in Indonesia.

References:

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Keywords:

Apotek H2O, Business Strategy, Market Expansion, Customer Satisfaction, Pharmaceutical Industry.