PROPOSED STRATEGY TO INCREASE REVENUE ON GROWTH STAGE COMPANY FOR ANUGRAH MANDIRI COOLINDO

• Main Author: FERDIAN LIVIANTO (29110052) Pembimbing : Ir. Tonton Taufik, MBA, DAVID
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18249
• Institution: Institut Teknologi Bandung

In recent decades the earth experienced a significant change in temperature and the higher the pollution produced by industry and motor vehicles. This leads to the need for Air Conditioner (AC) is increasing. In addition, the increasing mobility of people making indoor comfort such as the use of AC is one important thing. Anugrah Mandiri Coolindo (AMC) is a service company engaged in the field of air conditioning maintenance. With the increasing need for AC, AMC received sufficient income increased turnover. However, the increase is still considered less when compared with the increasing demand for air conditioning is high. In effort to increase the company's turnover AMC did a search to find the root of the problem. The analysis was made in terms of internal, external, and also in terms of SWOT analysis. In terms of internal, AMC apply Marketing Mix 7P method, STP (Segmentation, Targeting, Positioning) and Performance analysis. In terms of external, AMC apply PESTLE method, Competitor analysis and Porter’s 5 forces. Based on these <br /> <br /> <br /> analyzes it will be found to the problems of the condition.In solving problems that have been found, then the AMC focus to develop in two aspects, the first aspect is from Marketing and the second from Product Innovation. Development in the field of Marketing is done by developing online marketing. And for development in <br /> <br /> <br /> the field of product innovation is done by launching new product with brand “ACsorries”that focus on accessories for air conditioner. To organize the development of product innovation, AMC apply Quality Function Deployment(QFD) method with weighting every requirement that needed and focus on customer satisfaction. Both are believed will boost the growth of AMC’s revenue.