#TITLE_ALTERNATIVE#

• Main Author: ANINDITA (NIM 19005048), NADIA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/11018
• Institution: Institut Teknologi Bandung

Yogurt, the fermented milk, considered as prospective products to be sold; especially in Bandung Area. That is one of reasons by PT. XYZ sell yogurt. As the company’s commissioner experts in Microbiology, it became one good value on selling good quality of the fermented milk.<p> <br /> <br /> <br /> <br /> Although yogurt considered being prospective to be sold, the company is facing obstacles on selling yogurt. Their yogurt product contain pure yogurt and without preservatives; which makes the product would not long lasting and incurs loss. Besides, the company feels they are having difficulties competing with other yogurt company; that is shown by the decreasing rate of sales from year to year.<p> <br /> <br /> <br /> <br /> By looking this problem, writer would like analyze risks occurred in the company by using ERM (Enterprise Risk Management) concept. As the writer would like to focus on improving selling activities of the company, the writer would like to be focus on analyzing risk in marketing activities. Writer identified variables then analyzed and narrow down to get more dominant variables affected by using factor analysis method.<p> <br /> <br /> <br /> <br /> In order to analyze the risk, the risk management process itself involves a series of steps, which are, risk identification, risk assessment, and risk management. In this research, writer would like to apply risk concept in PT. XYZ marketing activities by implementing risk management process steps.<p> <br /> <br /> <br /> <br /> This research provides useful information for PT. XYZ to manage marketing risks occurred in marketing activities. In this research, marketing risk identified. In the risk assessment, the probability and severity of each risk could be known and measured. Then, in risk management process, the company would know which the most suitable risk treatments that are suitable for each risk. This research also provides recommendation to the company to manage their marketing activities resulted from this research.