* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Decision Analysis and tools on Kuda Mas Company Business Alternative Strategy Expansion
Target audience wikipedia , lookup
Ambush marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Digital marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Neuromarketing wikipedia , lookup
Direct marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Field research wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing channel wikipedia , lookup
Product planning wikipedia , lookup
Marketing plan wikipedia , lookup
Street marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
Green marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Marketing research wikipedia , lookup
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. _________________________________________________ Christian Saputra, Institute technology of Bandung-School of Business and Management. Gang Suniaraja no. 70, Bandung, Indonesia. [email protected]