A SYSTEM DYNAMIC MODELS FOR ANALYZING COMPANY REVENUE OF PT SUSU SEGAR INDONESIA

• Main Author: Rahmawati, Rizka
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47796
• Institution: Institut Teknologi Bandung

The liquid milk market has been improving significantly in the last 4 years. This attracts many new competitors to compete in the market. PT Susu Segar Indonesia has been established for more than 95 years. Unfortunately, the main product of PT Susu Segar Indonesia is not liquid milk, but condensed milk, while the condense milk market has been stagnant tends to go down. Due to that, this paper indicates helping PT Susu Segar Indonesia to play in liquid milk correctly. The main objective is to analyze which variable could increase and maximize the company revenue profit in the liquid milk market. This paper methodology is using system dynamic modeling to measure variables that impacted to company revenue. System dynamics also will use to analyze the behavior of each variable to another variable. Author use a causal loop diagram and calculates using stock and flow models, also use the vensim software to execute the scenario. There are 6 scenarios to be tested, some relate to sales activity some relate to productions activity. The result of this paper shows that combination marketing and sales activity will increase the growth of company revenue more than any other scenario. Thus, based on this study, author recommendation to invest more in marketing and Sales activity rather than new products or technology.