THE PROPOSAL OF PERFORMANCE IMPROVEMENT AT PT ULTRAJAYA MILK INDUSTRY AND TRADING COMPANY THROUGH INNOVATION AND CUSTOMER INTIMACY

• Main Author: (NIM : 29108065); Pembimbing: Ir. Benny S. Gunawan, MBA, OKKY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16774
• Institution: Institut Teknologi Bandung

PT Ultrajaya Milk Industry and Trading Company is the company's food and beverage manufacturing sector. Currently, PT Ultrajaya Milk Industry and trading company, leading market share in UHT milk by 50.2%. In 2008 PT Ultrajaya Milk Industry and Trading Company sold one of its trademark is Buavita to Unilever. Also in early January 2010, ACFTA (ASEAN China Free Trade Agreement) was inaugurated, with the the competition will increase in line with the new competitor both from ASEAN as well as from China. There are two issues which are the core problems of this research. The first problem that is the sold of Buavita to Unilever, PT Ultrajaya Milk Industry and Trading Company is required to seek new growth engines after Buavita was sold, it is necessary to do an innovation in making the new S-Curved would have a positive impact for the company. The second problem is the existence threats of ACFTA to the industry that PT Ultrajaya Milk Industry and Trading <br /> <br /> <br /> Company was involved. The solution to this problem can be done by deepening customer intimacy that consumers PT Ultrajaya remained faithful to consume the product PT Ultrajaya although later many outstanding new products after ACFTA inaugurated. For doing innovation and customer intimacy the writer is implementing an approach that was adapted from IDEO ways which are observation, generate ideas, test / rapid prototyping, Refine, <br /> <br /> <br /> implementation. After using an approach that was adapted from IDEO Way, there are several programs g to create customer intimacy, such as health clinic, health campaigns, and brand activat programs. While for the innovation process conducted several innovations which are membership programs, delivery services, and product innovation in the form of unique dispensers and straw <br /> <br /> <br /> From some of the programs carried out, expected to raise net income of PT Ultrajaya Milk Industry and Trading Company at 26% from the previous year and also with this program is expected to strengthen the relationship between customer and PT Ultrajaya Milk Industry and <br /> <br /> <br /> Trading Company.