Download Decision Analysis and tools on Kuda Mas Company Business Alternative Strategy Expansion

Decision Analysis and Tools on Kuda Mas Company Business
Alternative Strategy Expansion
Christian Saputra and Pri Hermawan
Kuda Mas Company is a company in Bandung engaged in sanitary
products, engaged in the business to business to sanitary retailers around
Bandung. Problem occurred when the sales of company is not show
positive growth in a year although the market for the products is growing
positively. The owner who is single decision maker in company has done
many marketing strategies to compete in tight situation. The decision he
made always only by his personal perspective without using any decision
analysis tools. Making decision analysis is crucial when the alternatives
marketing strategies is available to be chosen. Marketing strategies that
KMC generates is also use intuitive and feedback from the salesmen.
Salesman in KMC is the front man who sells the sanitary products to
retailers around Bandung. In other word, marketing strategy in KMC is
generated by salesmen perspective that has knowledge about sanitary
retailer situation in Bandung. Negative sales growth is occurred in current
condition of KMC. This research is conducted based on the methodology,
which has seven steps for researcher in doing the research. Starting from
finding background, determine objective, and then conclude the research
problem. The data required in this project obtained by conducting several
interview to Kuda Mas owner, experts in sanitary experts in Jakarta
Building Material Exhibition on June 2012. After all the necessary data was
collected, it is being analyzed. In order to facilitate KMC in selecting best
alterative strategy to growth sales, the research is conducted. Researcher
conducts combining marketing theories with decision tools to obtain best
alternatives. Marketing analysis that used in this research is 4P, which
analyzing products, pricing, promotion and place in KMC. Decision tool that
used in this research is PROACT from Smart Choice. This analysis method
is structured in order, start from problem, objective, alternatives,
consequences and end with tradeoffs. Alternatives that produced from
marketing analysis are calculated using sensitivity analysis will test using
decision tree and the rigorous of each alternative. The result of this
research is hoped support KMC in making decision about business
strategy.
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Christian Saputra, Institute technology of Bandung-School of Business and Management. Gang Suniaraja no.
70, Bandung, Indonesia. [email protected]