APPLICATION BUSINESS ANALYTICS METHODOLOGY AND LINKING MODEL FOR DECISION-MAKING PROCESS IN SMALL MEDIUM ENTERPRISE (CASE STUDY: NAH PROJECT)

• Main Author: Nur Hasanah, Yulia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33174
• Institution: Institut Teknologi Bandung

The popularity of business analysis has increased rapidly in the last decade and presents a challenge for organizations to understand how to use it to create business value, achieve business goals, and create a competitive advantage The object of this research is the NAH Project, which is a small-medium enterprise (SME) engaged in the shoe industry, especially sneakers. NAH Project has business goals to become "Indonesian cultist sneakers, who dominate sneakers market through innovation and breakthrough" and not only known as local sneakers brands at low prices. The NAH Project team overwhelmed to complete the targets that had been made before and also had difficulty in making strategies for the future to maintain their revenue. They know that they must find out what's popular or trends, estimating where demand for these products, optimizing prices for competitive advantage, identifying customers who might be interested, looking for the best ways to approach them, and finding what will be sold next through business analytics to know the customer expectation, but they do not have yet a business analytics capabilities. In developing a business analytics capabilities, they must know what kind of the data that helpful and meaningful for them to know the customer expectation to make future strategy. In this research the approach of Business Analytics Methodology (BAM) is used and combined with Linking Model. BAM has four stages: problem situation, business model mapping, analytic leverage, and analytics implementation. Linking model also has four layers’ hierarchy: process map, decision, analysis, and data items. Both of approach used to explore the problem that occur in the company and help the company to making decision using data items. Based on the results of the analysis it was found that the current business process has not been maximized in terms of innovation. First, in the R&D division, they only redesigned shoes given by third parties. Second, the unclear value of what is to be conveyed is due to the absence of market research that causes a lack of information on customer needs. Third, in the limitations on Customer Services division to improve performance. By using the Linking Model approach, there are 34 data items that can help and benefit the company in making decisions. Some of the data has been collected by the company. Other data can be collected in various ways which are then concluded into six ways, namely create a feedback system for customers, conduct social media monitoring, make observations about competitors, making Key Performance Indicator (KPI), and collect all documents so that all business functions can see it using ERP system.