PERUMUSAN STRATEGI PEMASARAN MELALUI PENENTUAN PRIORITAS TRAPEZOIDAL FUZZY NUMBER (Studi Kasus Industri Minuman Tradisional)

Nunung Nurhasanah
2006 Jurnal Teknik Industri  
The competition in industries is increasing rapidly. This, in turn, encourages companies to define their marketing strategies appropriately. PT. X is a small-to-medium scale company which produces traditional beverage as its main product. The main problem in PT. X is the limited budget for expanding its business and for applying its marketing strategies. At the moment, the market growth is about 16,67% ,while the market relative to the competitor is about 0,07. Boston Consulting Group matrix
more » ... ing Group matrix says that this company is in a Question Mark position. Beside, according to 7 experts there are 13 strategy variations for defining the priorities. Using the Trapezoidal Fuzzy Number, we found three strategies that meaningful to be applied in this company. First by adding the new market with product diversification (72,72), second by partnering investment (71,50), and the last by breakingthrough the existing market (70,93). The first strategy is applied by defining the variation of the products packaging and creating the product's diversification. The second one is applied by proactively, searching the information about investors, who are willing to be its partners. The last one is applied by assuring the quality and avaluibilty of the products to the customers. Abstract in Bahasa Indonesia : Persaingan di dunia industri semakin ketat seiring dengan terus meningkatnya laju pertumbuhan industri. Persaingan ini mengakibatkan setiap industri lebih jeli dalam merumuskan strategi pemasaran perusahaannya. PT. X merupakan industri minuman tradisional yang berada pada skala Industri Kecil Menengah. Permasalahan utama industri ini adalah terbatasnya dana untuk mengembangkan usaha dan menjalankan kegiatan pemasaran. Saat ini pertumbuhan pasar industri sebesar 16,67%, sedangkan pangsa pasar relatif terhadap pesaing utama adalah 0,07. Matriks Boston Consulting Group menyatakan bahwa perusahaan berada pada posisi tanda tanya. Terdapat 13 variasi yang ditawarkan untuk menentukan prioritas kepentingannya oleh 7 orang pakar. Sebanyak 3 strat [...]
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