Introduction Indonesia is highly populated country, with Jakarta as its capital city. Based on the data from Central Statistical Agency (BPS) in 2011, population in Jakarta has reached 10.187.595. It can be wide opportunity for convenience store to fulfill need of Jakarta citizen for primary and secondary goods. Convenience store become a promising field of business. In Asia, the growth of mini markets from 2011 to 2012 has reached 27%, from 114.000 to 145.318 (Nielsen 2014). Meanwhile in Indonesia, 18.9% growth rate occurred during 2009 and 22.4 growth rate during 2011. This rate was the second highest compared with Taiwan, Thailand, Korea, Singapore, Malaysia and Hong Kong. Society in Indonesia generally having consumptive behavior. It is a behavior when people usually buy what they want, instead what they needs. They ignore to look carefully at their true priority (Enrico, Aron & Oktavia, 2014). Moreover in Indonesia culture, people love to chat and hang out, especially teenager and young adult. Most of these young people considered hang out at convenience store as an activity that increasing their prestige. It also able to get them recognized by young society, even if they are refusiŶg the idea of haŶg out at ĐoŶǀeŶieŶĐe store aŶd piĐk soŵeǁhere else, like frieŶds house, theLJ ǁill ďe laďeled as Ŷot Đool aŶd edžĐluded ďLJ the LJouŶg people soĐietLJ. As the result, convenience store is growing like a mushroom in Jakarta. Many brands growth whether from Indonesia such as Alfamart, Indomaret or franchise from other countries, for instance, 7-11, Lawson, Mini Stop. Jakarta become thigh competition for convenience stores. A distance between one to another convenience store, in many areas, its only 10 – 150 meter away. Alfamart, one of the giant company of convenience store with approximately more than 7.000 stores crossed Indonesia. However, it is not instantly secure Alfamart position in convenience store market competition. Alfamart heaviest competitor is Indomaret, and new comer from United States of America, 7-11. An assessment about what they have to conquer local market, and how its marketing works still need to be conducted. This paper will using SWOT to analyze Alfamart position in Indonesia market and compared it with its competitor. Alfamart Marketing Strategy Alfamart has conducted many marketing program such as joint promotion with suppliers, corporate social responsibility action, promotion based on theme such as valentine, big soccer competition (e.g world cup) and targeted to certain segment, major event in beginning of the year, and also be the sponsor of commercial movie. Alfamart also has loyalty program for costumer, named KartuAKU ǁith ŵeŵďers arouŶd ϯ.ϭ ŵiilioŶs. The ďeŶefits of loLJaltLJ prograŵ are saǀe ŵore ŵoŶeLJ, get special promo, and get a prize by collecting points. In order to, keep the company grow. Alfamart start developing new strategies in the future, such as trying to reach young entrepreneur in Indonesia as new segment for Alfamart franchise. Create a joint operation with local institusions to hire employee. These stragies is planned to become the part of community. Besides that, the most important strategy is start implementing decentralization, and open store outside Java Island (Alfamart Management Presentation, 2011). Alfamart Market Segment Micro-segment Name: PT. Sumber Alfaria Trijaya Tbk Segment 1 Age: Bargain Hunter Segment 2 Age: Convenience Seeker Segment 3 Age: Effortless What is bought? Anything that usually on sale or Drink, Fast Food, Cigarettes. Anything that they needed.