PROPOSED PRODUCT MANAGEMENT STRATEGY BY CREATING PRODUCT STRUCTURE FOR JONAS PHOTO

• Main Author: Dwi Setiawati R - NIM : 29115615 , Citra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21531
• Institution: Institut Teknologi Bandung

<p align="justify">Jonas Photo is a photography company with total number of store is 15 that spread in Bandung, Jakarta, and Semarang. As an old player on photography industry and currently the management held by the second generation, Jonas Photo have a vision to become a national chain of photo store with international standard in the next five years (or by year 2021), prepared for the millennial generation. Even though the business seems growing up that can be seen by increasing number of store every year, based on sales quantity data on figure 1.12, the sales quantity of product is decreasing even though the number of store is increasing. <br /> <br /> <br /> The problem exploration process identified that Jonas Photo’s management never concern to the product management before. The company set sales target every year, but store operational do not know how to achieve the target and just doing selling day by day. As one of retail company, Jonas Photo have three strategic business unit and there are 2617 total SKUs that held by this company. Jonas Photo need to put their concern not only to new product development but also maintain their current product. That is why decreasing of sales quantity is not identified before by the management, because of no one on the company managing the current product, which cause of unclear job description on marketing function. The crucial thing that being cause of this problem is the company has no product structure and not use the data to make decision and set strategy to achieve the goals. <br /> <br /> <br /> The proposed product structure based on the current product data and the strategy for future business. By implementing the product structure, product management staff can be easier to maintain the whole product and prepare the report to the CEO. The information can identify of which product that have good contribution to the revenue and which product is not. In the end, the information can be used to make decision whether boosting the product sales by promotion program, re-launch product, enhancing the current product or discontinue product that not being customer demand anymore. The business solution also comes with the sales target for next year, product recommendation cheat sheet of studio and printing product for re-training personal assistant of store and sales report for PVJ store based on sales data in 2016 to see the implementation of the product structure that have been created. <p align="justify"> <br />