The Indonesian Journal of Business Administration
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A Service Quality Survey and The Anticipation Service Failure in Bonnela Shoes
No full textAbstract.Bonnella is one of the small and medium enterprises in fashion item, especially shoes. Bonnella provides services in the customized manufacture of shoes for men and women. Currently, Bonnella uses online sales system. Bonnella was first formed in 2010. The business went well until the end of 2013. However, since early 2014, the number of orders has dropped. A large number of complaints suspected cause of decreasing in sales. Furthermore, current Net Promoter Score (NPS) of Bonnella’s customers is -10%, a negative NPS (<0) is generally considered as bad. This situation makes the owner Bonnella worry because it could threaten Bonnella existence if left too long it will impact for the future. Bonnella wants to investigate the causal of that situation in order to maintain existence of Bonnella. Started by analyzing the external and internal environment. Internal analysis consists of current STP, marketing mix 7P, Porter’s value chain, and E-ServQual analysis based on customer view. External analysis consist of PESTEL analysis, Porter's five forces analysis, and competitor analysis. The result of these environment analysis is SWOT analysis of Bonnella. Then, conduct gap analysis using E-Service Quality (E-ServQual) and E-Recovery Service Quality (E-RecSevQual) adapted from Parasuraman et.al (2005) to find wheather customer satisfaction or not. To determine the priority of solve the problem conduct Importance Performance Matrix (IPM). After the service problem were identified, the proposed solution to improve service quality were based on IPM result was combine with TOWS matrix. TOWS matrix can also be used to generate a number of possible alternative strategies based on external opportunities and threats facing can be matched with internal strengths and weaknesses to result of possible strategic alternatives. The proposed solution were followed on implementation plan. To implement the proposed solution considering the most urgent issues and the resources available.Keywords : Service Failure, Importance Performance Matrix, Gap Analysis, Online shop, Customized Shoes.Â
Developing Preferences and Dislikes to Improve Profile Matching
No full textAbstract - PT Krakatau Steel (Persero) Tbk. (PT KS) is the largest integrated steel company in Indonesia, has a very strong Vision that is becoming an Integrated Steel Company with a competitive advantage to continually grow and evolve into a leading company in the world. In realizing its vision and mission, PT KS realize the necessary building strong leadership, not just rely on the presence of a leader by chance, but build a strong foundation for creating a strong leadership system. PT KS has launched Talent Management in 2009 but is still limited in concept fragmentary and partial implementation. Components and basic infrastructure such as catalogs competence, competency, and individual competencies and career path has been owned by PT KS, so it can be used in the gap analysis process competency required for program development including mutations and promotion process. In determining candidates in the process of promotion and transfer, the necessary stages of profile matching to see the level of compatibility between the required profile with profiles of individual candidates. Compliance is increasingly exaggerated level when equipped with Preferences and Dislikes of data, which describe the position of a preferred position or positions that are not favored position. With this improvement, the level of success in promotion and transfer process becomes higher. This will take effect in improving organizational performance. Key Word: Talent Management, PT Krakatau Steel (Persero) Tbk., Personal Development, Profile Matching, Preferences, Dislikes
Proposed Marketing Strategy for PINISI Hotel
No full textAbstract.Bandung is known as the one of the cities in Indonesia, rich in tourism objects that are able to attract tourists (international and domestic) from year to year. The presence of trade and services sector has increased significantly compared to other sectors. This condition proves the hospitality business in Bandung is still profitable. Pinisi Hostel is a hostel that located in Bandung. As a new entrant, there are various issues that hit the Pinisi Hostel, such as not well known yet and stagnant occupancies rate, the demand high only on the weekend or holiday. The purpose of this study is to give solution for Pinisi Hostel, so that Pinisi Hostel can increase its sales. Some solutions that provided can be useful and give an input and also can used as a marketing strategy to increase sales for Pinisi Hostel. The resulting business solution is renew Segmenting, Targeting and Positioning as a basis of establishment of Pinisi Hostel marketing strategy. Then the marketing strategy recommendation applied to the form of the Marketing Mix.Key words: tourism objects, hospitality business, Bandung, marketing strateg
Strategy Formulation and Action Plan Based On Customer Perception (Case Study: Gianni\'s Cafe)
No full textAbstract.Gianni's Café is one of western food restaurant in Bandung that was established in 2007. In the midst of many competitors both direct and indirect competitors, Gianni's Café is required to survive and grow. This study aims to formulate effective and efficient business strategy in order to achieve the appropriate market target and formulate an action plan to improve important factors based on customer perceptions so as able to keep and attract customers.The framework uses a strategic triangle, which consists of customer-base, competitor-base, and corporate-base. They were analyzed by the support of quantitative data that taken by spreading questionnaires to 100 potential customers and 100 existing customers of Gianni's Café. The questionnaire contains 16 customer buying criteria that were obtained through interviews with several general respondents at the beginning of this research. The result of questionnaires was processed by dendrogram using word's procedure to determine the number of clusters of Gianni’s Cafes’ customer. Then the process of cluster analysis was conducted based on the level of income. On the customer-base, it was obtained 4 clusters of customers who visit the restaurant based on income. On the company-base, it was known the strengths of Gianni's Café performance compared to competitors based on 16 customer buying criteria within the four clusters. On the competitor-base, it is known the strengths of competitor performance compared to Gianni's Cafe based on 16 customer buying criteria within the four clusters. Based on those three considerations, the appropriate market target and business formulations were then chosen.From result of the study, it was obtained that the appropriate market target for Gianni's Café is a segment of customers that has an income per month over 10 million rupiahs. To target these segments, there are six key factors that should be improved and adjusted by Gianni's Café. These six key factors become the value proposition for Gianni's Café and are derived to be key activities to maintain and attract new customers. Lastly, it can be compared the existing business model canvas to the ideal business model canvas which is to be implemented by Gianni's Café.Key word: Strategic Triangle, Customer-Base, Competitor-Base, Corporate-Base, Restaurant Business, Business Model Canva
Capital Budgeting Analysis, Sensitivity Analysis, and Monte Carlo Simulator for Mbah Jingkrak's New Outlet
No full textAbstract.This research was conducted in order to assess the expansion plan of Mbah Jingkrak, a Javanese traditional restaurant located, that is going to build new outlet in Serpong, South Tangerang. The objective of this research is to make sure that the investment will give positive financial outcome to the company. In order to give clear projection of its financial performance, 3 steps of study are conducted, which are feasibility study for capital budgeting assessment, sensitivity analysis, and Monte Carlo Simulation. The results of feasibility study shows that the NPV of the project is positive, the internal rate of return exceed the project’s cost of capital, and there are no indications of negative cash flow, which show that the project of the expansion plan is financially feasible and viable. On the next step, which is sensitivity analysis, the project shows that the 4 most sensitive factors are: the cost of raw materials, the first year occupancy, spending per customer, and the growth of restaurant’s occupancy. These 4 most sensitive factors need to have higher attention from management since these factors have the lowest tolerance scale and need to be kept as close as possible to the assumptions in order to maintain positive financial outcome. Lastly, under Monte Carlo Simulation, the project shows a promising result, where the probability of expecting positive Net Present Value is above 85,90%, supported with only 3,80% probability of cash shortage. These indicators lead to a conclusion that the restaurant’s plan to open new outlet should be executed. Using these conclusions, Mbah Jingkrak can design implementation plan for its new outlet. The implementation of these results includes setting sales and cost target, complemented with menu combination and innovation to increase customer’s spending and restaurant’s occupancy.Keywords : Capital Budgeting, Feasibility Study, Sensitivity Analysis, Monte Carlo Simulation.Â
Marketing Strategy For Grenzelos
No full textAbstract.Fitness industry in Indonesia is growing and becoming urban lifestyle, but there has not been a clothing designated for fitness activity. Grenzelos, engaged in fashion field, tries to capture this opportunity by offering premium-classed fitness wear products. However, as the new company Grenzelos perform operations using only owner intuition, so it cannot reach the market. This causes Grenzelos need to consider the marketing strategy to be done.Based on the external analysis, the external analysis shows the attractiveness of this new industry with its high demand. Internal analysis shows that the consumer segment for fitness clothing is a body builder. Additionally, Grenzelos has done test marketing in the form of beta testing done in two phases to determine the customers' response and demand levels. In a SWOT analysis found that Greenzelos fitness clothing is a superior product in terms of quality and design, but there is no clear standard price with a limited distribution. In addition, people's lifestyles that lead to a healthy life and good appearance, and the use of technology for shopping activity may be an opportunity that can be exploited by Grenzelos, while the capital strength of the nearest competitor and limited market can be a threat. This led the company still does not have a clear presence in the fitness apparel market that is prone to competitor products.IFAS - EFAS continued SWOT, 3.30 point for IFAS and 2.90 point. From IFAS-EFAS results, it can be seen that Grenzelos is in diversification quadrant. So, it needs a marketing strategy that can reach the market. So, Grenzelos need a marketing strategy that can reach the market. This marketing strategy using marketing mix that starts from the development of product design, sales made through cooperation with existing online stores, lower prices than major competitors and promotion system using the IMC (Integrated Marketing Communication) method.To implement the new strategy for Grenzelos, this final project generate the plan and budgeting for the company. These implementation plan and budgeting covers the proposed marketing mix activities for the period of one year with total cost of Rp 159 million.Keywords: Fitness, Beta Testing, Grenzelos, Marketing Strateg
Marketing Strategy Development for Bezta Food Co.
No full textAbstract. The potential of food and beverage industry in Indonesia is increasing, with a large population and continue to grow, plus the fact that Indonesian second highest expenditure are to purchase food and beverage product. This sector is expected to increase 5.2% growth per year. (The Archipelago Economy). One of its cause is the new wave of consuming class in Indonesia that contribute the economy growth. With more than 250 million population, Indonesia has the most promising market for food and beverage industry. By the data in GAPPMI, the demand increased by 91% from the period 2007 to 2013, and reached 770 trillion in 2013. Bezta Food Co. is a manufacturer of snack product that has a vision to become a famous snack company in Indonesia. Bezta Food Co. established in June 2014 in Semarang. The first product of the company is wolu chips that has a various flavors. As a new startup, Bezta Food Co. faced a problem that is low of brand awareness. Poor marketing strategy plan are the reason why Bezta Food Co. has low brand awareness. This affected to slow growth for the company. The company should solve the problem by implementing marketing strategy to increase the brand awareness. First step is by scanning the external environment to understand the external condition that affect the company, such as societal environment, task environment, and competitors. The second step is by scanning the internal environment of the company to figure out about company product, service, and how the company operated. Based on the external environment and internal environment analysis, the proposed marketing strategy development is divided into two priority. The first priority is to improve product packaging to compete with other competitors. The second priority is to maximize the brand promotion through internet tools. To solve the problem is required a concrete steps that explained in the implantation plan. Keywords: Food and beverage industry, snack products, brand awareness, marketing strategy.Â
Proposed Business Strategy for PT Demarko Technology Innovation to Grab The Oppportunity of Asphalt Market in Indonesia
No full textAbstract. PT Demarko Technology Innovation is a subsidiary of PT Demarko Sinar Kemenangan. It was founded in purpose of research, development, and invention in applied technology and industry. Nowdays, the company has develop and maximize its invention in industry field including production of penetration 60/70 asphalt. Based on asphalt supply-demand data, national asphalt demand has not been meet with the availability of asphalt, that there is quite huge gap between supply and demand. Based on company’s data, in recent years, company has a stagnate production capacity and revenues. In this condition, company has to be able to grab the opportunity of huge asphalt market in Indonesia. This study will try to analyse what strategy that suite for the company to face this condition.To formulate business strategy, this study will use some of management tools. This study will analyse internal and external factor of the company, current strategy and its weaknesses, try to find root cause to solve the problem, and formulate business strategy with business model canvas, TOWS matrix and diamond strategy. From TOWS matrix, it shows that PT Demarko Technology Innovation is located in Quadrant I in Strength-Opportunities(S-O) area, so the company potentially to growth. With TOWS matrix, business model canvas and diamond strategy, PT Demarko Technology Innovation expected to be able to supply more asphalt for Indonesian asphalt demand, company need to applied an aggressive strategies through increase promotion and partnerships,buy new production machine and also expand its marketing area. With diamond strategy, company’s strategies will be based on arena that company will faced, differentiators from competitors, vehicle to achieve, staging to achieve, and economic logic the proposed strategies. To implement the proposed strategies, the company need to implement it through each of functional division, consist of marketing strategy, financial strategy, research and development strategy, operational strategy, human resource strategy, and information technoogy strategy, and also human resource allocation. This study will provide time schedule to implement the proposed strategy.Key words : asphalt, penetration asphalt, business strategy, diamond strategy, demarko technology innovation, demarko, bentona
Analysis of Inventory Management in Oil and Gas Industry (Case Study: Joint Operating Body Pertamina-Petrochina East Java)
No full textAbstract.This research aim is to minimize high value inventory of JOB P-PEJ. The final amount of the surplus and dead stock inventory is US $ 2,017,053.19 in November 2014. The causes of this high number is lack of discipline to input data, lack of inventory management control, and lack of coordination between user, stock analyst, warehouse staff and supplier. By eliminating any root cause, expected the inventory valueexpected to be reduced as low as possible. Training of motivation and training knowledge of Work Procedures Guidelines 007 is a solution to overcome the lack of discipline. For lack of inventory management control, the solution is divide the materials with ABC Classification. After divided, the next stage is determine ROP, ROQ, SS continuously. And the solution for lack of coordination between every parties in supply chain, implementing Third Party Logistics (3PL) is the answer. The result of the research indicates that inventory value is decrease after implementing all of the solutions.Keywords: Inventory Management, Oil and Gas Industry, Joint Operating Body, Pertamina, Petrochin
Scenario Planning Analysis for Startup Business Case Study: Beqyu Restaurant
No full textAbstract - This study describes the application of the scenario planning analysis at the BeQyu Restaurant which was born because of the promising opportunity for restaurant business in Jakarta city with over nine million people population. As a new player, restaurant BeQyu has some internal and external issues that impact on the sustainability of the company in the future. The technique used in this method is to collect data and information to be analyzed in order to generate predictions as a preparation for decision making process. This method give an overview of early warning, implications and options in each scenario drawn from the analysis of external and internal as recommendation for the company which could be used as a reference in determining and developing company’s business strategy. Keywords: BeQyu Restaurant, scenario planning, strategic decision making, restaurant industry