Articles

Improving Performance of Customer Relationship Management to Leverage Customer Loyalty (Case Study: MILKY CRM Loyalty Program)

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Customer Relationship Management (CRM) plays a crucial role for businesses as technology advances and consumer demands continue to rise. However, CRM implementation faces challenges from both external and internal factors within an organization. Ineffective CRM implementation can lead to customer dissatisfaction, decreased loyalty, reduced profitability, and missed business opportunities. This research aims to improve the MILKY CRM loyalty program by identifying the key root causes and proposing alternative solutions, ultimately determining the best alternative to enhance the program. The methodology includes in-depth interviews and analysis using the Kepner-Tregoe framework, which involves problem analysis, decision analysis, and potential problem analysis. Supported by external and internal analyses such as Porter’s Five Forces, Customer Journey Mapping, and an Integrated CRM Scorecard, the results are then utilized for a SWOT analysis.

The problem analysis identified 21 attributes as the root causes affecting MILKY CRM loyalty program performance. These attributes include Consumer Behaviour Change, Aggressiveness of Competitors, CRM Agency Capability, Healthcare Apps Strategic Partnership, Potential New Segments generated by New Entrants, CRM Differentiation, Strong Brand Reputation, Content Management, Ability Services Program, Customer Engagement, Customer Experience Improvement, Win Back Lapsed Customers, Incomplete metrics tracking on CRM scorecard, Financial Budget Constraints, Personalization Services & Rewards, Digital Acquisition Transition, Segmentation & Tiering Review, Balancing Strategy on Customer Acquisition & Retention, IT System Capabilities, and Human Capability on CRM. In the decision analysis section, alternative solutions were generated through TOWS analysis, and the best alternative was determined using the Analytical Hierarchy Process (AHP) tool. The top chosen strategy, Strategy #2: Optimizing CRM & Organizational Strategies for Enhanced Customer Engagement & Operational Efficiency (W/O Strategies), is recommended for future improvement. Focus areas include communication, resources, technology, and KPI metrics to mitigate potential problems. Overall, this research provides valuable insights and recommendations for enhancing the performance of the MILKY CRM loyalty program, ensuring its effectiveness in meeting customer needs and driving business success.

Business Risk Management Strategy in Adaptation of Beef Caft Businesses to the Impact of Climate Change in Sumenep District

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This study aims to determine the mitigation strategies of farmers in Sumenep district in their strategic management when facing climate change. Climate change greatly affects livestock activities in Sumenep district in various factors, extreme weather changes can harm beef cattle farming in terms of selling value. Increased temperature causes stress in cattle. Drought can reduce forage and water availability. Dry conditions inhibit the growth of grass and other feed plants, forcing farmers to look for alternative feeds such as hay or commercial animal feed. Extreme climate change that occurs gradually over three months, twice the normal time and the following three months, facing extreme climate change that has an impact on the health of livestock in Sumenep District and the selling price of cattle that does not match the expectations of farmers. Research was conducted to outline strategies in business adaptation using the SWOT method to determine priority options from the general micro and macro impacts, the following knowledge aims to determine strengths, weaknesses, opportunities and threats. The right strategy in handling beef cattle business adaptation will minimize losses of farmers due to climate change and mitigation of greenhouse gas emissions from the livestock sector.

Proposed Business Strategic Improvement to Accelerate Waste Management Business Unit at Building Materials Company (Case Study at Cement Inc)

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The rising environmental concerns and regulatory measures in Indonesia have created new opportunities for the expansion of waste management services in the cement sector, specifically by utilizing thermal technology. The Waste Management Unit (WMU) of Cement Company presents substantial strategic opportunities for expansion and development. After undergoing a merger and acquisition, Cement Inc experienced a transformation and has now become a state-owned firm. This change offers WMU Cement Inc further opportunities for growth and expansion. The objective of this research is to identify the most effective strategy for the Waste Management Business Unit within the Cement Company using the Analytical Hierarchy Process. The study explores three fundamental research question: (1) What is the current situation for WMU Cement Inc in terms of market, money, customer, and organization? (2) What are the obstacles inside the organization and in the external environment that hinder the acceleration of waste management services in Indonesia, resulting in limited value creation for the company? (3) What are the suggested recommendations and strategic choices for the company to enhance its value absorption?

The study used the SWOT (Strengths, Weaknesses, Opportunities, and Threats) and AHP (Analytic Hierarchy Process) framework to perform a comprehensive evaluation and evaluate three strategic options for the waste management division: retaining it within the cement firm, expanding it to the cement group as a whole, or establishing it as an independent entity. The results of this study indicate that the most favorable choice (40.6%) is to establish WMU as a separate entity, which offers greater advantages compared to fully integrating with the parent company (30.9%) and keeping the current business operations (28.4%). By creating WMU as an independent organization, it may effectively avoid market and pricing cannibalization amongst its subsidiaries and optimize operations. WMU Cement Inc possesses the capacity to assume a leading role in waste management services by offering waste solutions to all SIG subsidiary plants and other cement makers, including ITP. The benefits of this method include autonomous operations, targeted management, rapid decision-making, and varied income streams achieved via the cultivation of specialized skills and expertise in waste management. This decision presents a chance to attract targeted investments and collaborations that promote innovation and expansion in waste management.

Decision Making to Choose Communication Network System for Teleremote Dozer Operation Using Analytic Hierarchy Process

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One type of heavy equipment is a mining material pushing tool called a dozer. Dozers generally work in areas near cliffs that are prone to landslides, where these areas can be classified as dangerous areas. New technology is needed to increase the safety of dozer operators from the threat of danger when operating a dozer. Teleremote dozers are one method that can reduce the risk of accidents that can happen to dozer operators. Instead of operating the dozer from inside the cabin, the operator operates the dozer via a remote control device.

There is an important aspect in operating a teleremote dozer, namely the need for a signal that will transmit data and commands from the remote control to the dozer unit operating in the field. Good and uninterrupted signal quality is the main key to good teleremote dozer operations with minimal risk.

The wireless signal network system currently used by companies will enter its obsolete period. However, the old system was tough and not easily damaged. There are strategic options for supporting the signal network for teleremote dozer operations: maintaining the old network system, replacing it with a new one, or using the old and new systems in a hybrid manner. Because there will only be one strategy chosen, a decision must be made. The SWOT AHP method is used for decision making regarding the strategy to be taken. The results of the AHP SWOT will produce a strategy, which will become a benchmark for making subsequent alternatives. Determining alternative types of network systems to support teleremote dozer operations will use the AHP method.

The Development Strategy of Quail Farming Business in Pesantren Manajer Tholabie, Indonesia

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Pesantren Manajer Tholabie is Islamic boarding schools in Indonesia that has business units in the field of animal husbandry, the business of quail farming. The quail farming business in boarding school is expected to has a good economic impact and social impact on students and boarding school management. The purpose of this study was to formulate a development strategy for quail farming in boarding school starting in 2022. The method used was descriptive quantitative using SWOT analysis as data analysis. The results of this study show that the quail farming business has a significant impact on the boarding school, such as increasing cash income, providing education and additional skills for students, and adding community and stakeholder relations for the boarding school. The right strategy to develop the quail farming business is a collaboration of SWOT (Strengths-Weakness-Opportunities-Threats) strategies, which is using strengths and taking advantage of opportunities to minimize threats and improve weaknesses.

Proposed Business Strategy Improvement for Project Management Consulting Form (Study Case: PT ABC)

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PT ABC is a service company in the field of project management, established in 2005. It operates with three main businesses: project management training, project management applications, and consultancy services. Project management is a crucial element for executing projects effectively within a company. In various industries, there is a growing demand for knowledge and consultation on how to manage projects efficiently, leading to the emergence of companies specializing in project management consultancy, such as PT ABC, to address these challenges. This research aims to uncover the root problems of the company to identify implementable solutions. Several analyses are employed in this study, including General Environment Analysis, Industry Analysis, and Competitor Analysis for external insights. For internal analysis, resources analysis, value chain analysis, marketing mix, and STP analysis are utilized. The study then progresses to map SWOT analysis and TOWS analysis. From these analyses, weaknesses and strengths of the company are identified, guiding the formulation of appropriate strategies to compete in the market. The research reveals that PT ABC possesses several strengths that have enabled the company to endure over time. Noteworthy strengths include its reputation and a skilled human resource pool in project management, garnering attention in the project management industry. Additionally, the company has a competitive advantage through technological innovation in its application, setting it apart from competitors and providing potential added value when maximized. However, there are areas for improvement, such as refining the application products and establishing a dedicated marketing team to focus on promoting all of PT ABC’s products rather than just one.

Proposed Marketing Strategy to Increase Sales of SAMI RAOS

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Ready-to-cook food has become more popular since post-pandemic.  Remote work and government regulations to avoid crowds have shaped mealtime routines, making convenience a priority. Ready-to-cook foods are in demand because people want quick, easy meals without disrupting their work schedules.  This shift in consumer behaviour favours the ready-to-cook food industry because consumers want fast, convenient meals. Given the ready-to-cook industry’s remarkable progress and resilience in difficult pandemic circumstances, MSMEs are competing to produce products with diverse culinary options to gain an edge in the market. The ready-to-cook food industry offers international, traditional, and health-focused options.   SAMI RAOS is a MSME that sells a variety of ready-to-cook foods. The company has been recognized for preserving and promoting Indonesian and Sundanese cuisine, such as baso aci, cuankie, and mie yamin in ready-to-cook form. The objective of this study is to identify the determinants that impact and improve the sales of SAMI RAOS products. This study employed quantitative methods, including consumer analysis, with a sample size of 227 individuals. The questionnaires were distributed online and utilised the Likert scale for measurement. The author employed both internal and external analysis techniques to conduct a comprehensive descriptive analysis of the company. The research employed internal analysis techniques such as Marketing Mix, STP (Segmentation, Targeting, and Positioning), Value Chain Analysis, and VRIO Analysis. The research incorporated various external analysis techniques, including PESTEL analysis, Porter’s Five Forces analysis, competitor analysis, and customer analysis. The data obtained from these analyses will be used to generate a SWOT and TOWS analysis, which will serve as the basis for developing a business solution and implementation plan. According to the research findings, SAMI RAOS needs to make various improvements to its promotional activities and revamp certain management activities in order to strengthen its position in the market, optimize company resources and capabilities, and mitigate external risks.

Proposed Marketing Strategy of Healthcare IVD Distributor Post Covid 19 Pandemic (Case Study of PT. Sinergy Diagnostic)

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With the passage of time and the enhancement of societal well-being, there has been an increasing demand for health services within the community. The COVID-19 pandemic has had a profound effect on worldwide health systems and has caused a substantial overhaul in the healthcare industry.  PT. Sinergy Diagnostic has been a distributor of In Vitro Diagnostics (IVD) for over 17 years and has catered to several clients. These establishments encompass medical laboratories, clinics, hospitals, and public institutions that are owned by both private and government entities effectively demonstrates the strategic implementation of Operation Cooperation (KSO). Amidst the pandemic, the company witnessed a significant surge in sales of Point of Care Testing (POCT), which can be attributed to the increased demand for quick diagnostic testing. Nevertheless, since the epidemic has concluded, the need for POCT is expected to decrease, presenting a potential threat to the company’s sales revenue, which became increasingly dependent on this category throughout the pandemic period. PT Sinergy Diagnostic must reassess its business plan and adjust to the evolving market conditions in order to maintain its company performance. For solving the problem, this study utilize a mixed research methodology, internally assesses PT Sinergy Diagnostic’s market position and operational capabilities through the application of the STP Analysis, Marketing Mix 7Ps, and the VRIO Analysis. For external, customer analysis conducted using interview method involved a total of 15 respondents and analysis of the data using descriptive statistical methods.

Development of the Marketing Strategy to Boost Wedang Sirih Rempah Product Market Share

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Wedang Sirih Rempah, is a herbal beverage prepared from herbal spices produced by one herbal beverages company in Central Java Province, Indonesia. The purpose of this study was to identify internal and external elements as well as alternative and priority strategies for marketing the new product Wedang Sirih Rempah. This study used descriptive qualitative and quantitative approaches and was conducted from January to June 2023. CV Mamigus Restu Bagus was used as the company case study. Purposive sampling was employed to identify study locations, and purposive sampling was also utilized to pick respondents. Primary data and secondary data were utilized as supporting data. The data collected through observation and direct interviews with the company’s key informants were then described using a qualitative descriptive method. While the data acquired through surveys with key informants and supporting informants were examined quantitatively using SWOT analysis and QSPM. The findings of the interviews and observations yielded the factors of strengths, weaknesses, opportunities, and threats. The findings of data analysis suggested that the priority strategy in marketing Wedang Sirih Rempah was to perform and increase offline and online promotions through social media and marketplaces, with the maximum TAS score of 6.54. That was, this strategy then be proposed to the corporation for use in the marketing of Wedang Sirih Rempah in order to increase the market share of the company.

Business Escalation Strategy Using Time Series Forecasting for Hotel X in Yogyakarta

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Yogyakarta is one of the cities attracting significant foreign and local tourist attention with its beautiful city, culture, education, and traditional cuisine which prospered the hospitality industry in the city. However, since the pandemic Covid-19 hit the global economy in 2020, Hotel X Yogyakarta was also affected. The total occupancy room per year fell ten times lower than usual during the pandemic which jeopardized the business stability. Starting from preliminary interviews and SWOT analysis, this research aims to figure out what strategy needs to be implemented in Hotel X Yogyakarta to escalate the business and stabilize the occupancy room by using a quantitative methodology from a marketing and business analytic perspective. All data provided in this research is based on the internal data and information from the hotel, systematically calculated with Time Series Forecasting Theory using ARMA and ARIMA to provide a comprehensive forecasting result for business escalation strategy that is proposed to be implemented in Hotel X Yogyakarta.