#TITLE_ALTERNATIVE#

• Main Author: SAPUTRA (19009085), CHRISTIAN
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/14065
• Institution: Institut Teknologi Bandung

Kuda Mas Company is a company in Bandung engaged in sanitary products, engaged in the <br /> <br /> <br /> <br /> <br /> <br /> business to business to sanitary retailers around Bandung. Problem occurred when the sales <br /> <br /> <br /> <br /> <br /> <br /> of company is not show positive growth in a year although the market for the products is <br /> <br /> <br /> <br /> <br /> <br /> growing positively. The owner who is single decision maker in company has done many <br /> <br /> <br /> <br /> <br /> <br /> marketing strategies to compete in tight situation. The decision he made always only by his <br /> <br /> <br /> <br /> <br /> <br /> personal perspective without using any decision analysis tools. <br /> <br /> <br /> <br /> <br /> <br /> Making decision analysis is crucial when the alternatives marketing strategies is available <br /> <br /> <br /> <br /> <br /> <br /> to be chosen. Marketing strategies that KMC generates is also use intuitive and feedback <br /> <br /> <br /> <br /> <br /> <br /> from the salesmen. Salesman in KMC is the front man who sells the sanitary products to <br /> <br /> <br /> <br /> <br /> <br /> retailers around Bandung. In other word, marketing strategy in KMC is generated by <br /> <br /> <br /> <br /> <br /> <br /> salesmen perspective that has knowledge about sanitary retailer situation in Bandung. <br /> <br /> <br /> <br /> <br /> <br /> Negative sales growth is occurred in current condition of KMC. <br /> <br /> <br /> <br /> <br /> <br /> This research is conducted based on the methodology, which has seven steps for researcher <br /> <br /> <br /> <br /> <br /> <br /> in doing the research. Starting from finding background, determine objective, and then <br /> <br /> <br /> <br /> <br /> <br /> conclude the research problem. The data required in this project obtained by conducting <br /> <br /> <br /> <br /> <br /> <br /> several interview to Kuda Mas owner, experts in sanitary experts in Jakarta Building <br /> <br /> <br /> <br /> <br /> <br /> Material Exhibition on June 2012. After all the necessary data was collected, it is being <br /> <br /> <br /> <br /> <br /> <br /> analyzed.