MANAGING CUSTOMER RELATIONSHIP AT PT PRIMA CITRA NUTRINDO

• Main Author: Budiyantoro, Bambang
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/43815
• Institution: Institut Teknologi Bandung

The food industry is the most prospective industry in Indonesia and the world. The food industry sector is still a major contributor to the Indonesian economy. The catering business is a business that is suitable for urban areas and for people who have busy schedules and are not bothered by cooking. Usually, they prefer ordering food rather than making it themselves with consideration of time and effort. Catering is an existing business that is almost conventionally managed or sometimes like a home industry. Innovative strategies are needed to remain able to compete and adapt to exciting new businesses. With a good opportunity from the development of the catering industry, PT PCN through the D 'Kalimas catering business line that serves events still needs to be supported to increase sales and expand market share. One way is to manage customer relationships to strengthen marketing strategies to take advantage of these opportunities. This research uses internal and external analysis to create a marketing strategy. The internal analysis focuses on Resources and Capabilities, whereas external analysis is carried out by the general environment; Industrial environment; Competitor analysis; and customer analysis. In this study, primary data was collected by interviewing respondents who were potential customers and experienced in ordering catering for events. The root causes of business problems are internal resources, marketing, the environment and competitors. According to the root cause analysis, the big problem with D'Kalimas Catering is management in fostering relationships with potential customers. Fostering potential customer relationships will have an impact on customer repurchase decisions. The strategy proposed to D'Kalimas Catering to solve business problems is to improve Quality Control, improve standard size of spices, influencers, and improve brand focus.