Analisis Sikap Konsumen dan Willingness To Pay (WTP) pada Produk Buavita Royale

Widyastutie, Dwi Intan (2020) Analisis Sikap Konsumen dan Willingness To Pay (WTP) pada Produk Buavita Royale. Masters thesis, IPB University.

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The increase in average income followed by an increase in the number of middle-class society has resulted in a shift in food consumption patterns in society, one of which is the increase of milk consumption in Indonesia. According to the Center of Agricultural Data and Information System for the Secretary-General of the Ministry of Agriculture 2016, the development of milk consumption in Indonesia is projected to increase by 4% annually. The consumption of fresh milk among Indonesians is about 18% of total milk consumption, while 82% of others consume powdered milk (BPS, 2018). This shows that the powdered milk market in Indonesia is still very promising. With increasing demands for dairy products in Indonesia, the supply of them will also increase. According to the data from Nielsen 2018, sales of powdered milk have increased both in volume and value compared to sales in 2018 by 6.8% and 6.2%. However, for three consecutive years, PT Sanghiang Perkasa could not reach the target that had been set due to uneven sales. Moreover, each distribution area could not meet the target set by the company. The strategy formulation in this research began with analyzing the company's distribution channels. In order to get an overview of the condition of the distribution channels of PT Sanghiang Perkasa as per last year, the portfolio analysis of the channels was conducted. After analyzing the portfolios, prioritized distribution channels were thus selected. This study used Value Chain analysis to identify internal strategic factors of the distribution channels, while PET analysis was conducted to identify external strategic factors. After the internal and external factors were identified, an analysis was conducted using the IFE and EFE matrices to determine the total score from the multiplication of the weight and rating of the interviews and questionnaires with the six experts for each region. Followed by a SWOT matrix that produced various alternative strategies in each region. Finally, the best strategy was decided using the Quantitative Strategic Planning Matrix (QSPM) with the highest STAS results in each region. The implication of this research is to emphasize the recommendation of program and action plans making that will be executed by PT Sanghiang Perkasa in the distribution process in each region. Strategy in regional I, it is increasing the distribution density. Strategy for regional III is to create a system related to product stock in branches. Chosen strategy for regional IV is increasing product availability at branches. Strategy to increase the distribution focus on the medical branch was chosen for regional VI.

Item Type: Thesis (Masters)
Uncontrolled Keywords: distribusi, formulasi strategi, portofolio, QSPM, Quantitative Strategic Planning Matrix, SWOT, IFE, EFE strategy formulation, distribution, portfolio, QSPM
Subjects: Manajemen Strategi
Depositing User: SB-IPB Library
Date Deposited: 14 Jan 2022 02:21
Last Modified: 14 Jan 2022 02:21

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