Differentiation and repositioning are fundamental factors in cooperative management to be competitive and independent.
Heaptalk, Jakarta — The East Kutai Cooperatives and MSME Department conducts training to increase the capacity of cooperative businesses and institutions at the Royal Victoria Hotel on November 28-30, 2022. Thirty representatives of cooperatives throughout the regency participate in the three-day training.
Assistant for East Kutai Economic and Development Zubair attended the opening ceremony representing the Regent Ardiansyah Sulaiman. Zubair delivered that differentiation and repositioning are two fundamental factors in cooperative management to be competitive and independent.
Differentiation becomes a factor that can distinguish cooperatives from other competitors. Although running the same type of business, cooperatives must have a differentiator to attract people’s attention to shopping. Zubair said differentiating factors could include aspects of service, a comfortable, cool, and clean business location, customer friendliness, and ease of payment. Those aspects will help to attract people to shop at cooperatives.
Currently, people prefer shopping in modern supermarkets. According to Zubair, the reason can be they gain more added value even though their house is quite far from a modern supermarket.
Meanwhile, repositioning refers to the sensitivity of cooperatives in seeing their situation and position in the midst of the proliferation of modern supermarkets. “For instance, we offer product benefits greater than our competitors, pricing policies, and more attractive packaging. We can also provide additional facilities to customers, including providing a cafe to hang out and a free internet network,” said Zubair.
Zubair believes cooperatives can compete with other businesses by applying differentiation and repositioning. He also expressed his gratitude to the East Kutai Cooperatives and MSME Department for carrying out the activity to increase business capacity and cooperative institutions. After this training, he expected that cooperatives can be managed professionally and be able to compete in the retail business sector.
The chief executive of the event Firman Wahyudi delivered that the training aims to provide an understanding of ideal cooperative management for administrators and members. “We hope that through this training, administrators and members will be able to understand regulations and run cooperatives well,” said Firman in his closing statement.
