STRATEGI SALURAN DISTRIBUSI PUPUK NPK PELANGI DALAM MEMENUHI SERVICE OUTPUT DEMAND PELANGGAN DAN MENINGKATKAN PENJUALAN PERUSAHAAN ( STUDI KASUS DI PT. PUPUK KALTIM PELANGI PRODUKSI JAWA TENGAH DAN DIY)

• Main Author: Margono, Setyo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5457
• Institution: Institut Teknologi Bandung

<b>Abstract:<p align="justify"> <br /> <br /> Departernent of Industrial Technology <br /> Bandung Institute of Technology <br /> Indonesia as a agricultural country will always in great demand of fertilizer in the huge volume to support its agricultural and plantation in all over the country. The fertilizer market trend will enforce Companies to review or re-engineering their distribution channel to survive in the competition_ Competitive condition in industries is very much dependent on five main powers; i.e. newcomers, substitute product threats, bargaining power of buyers, bargaining power of suppliers, and competition among the existing competitors. To gain a competitive market share, company must have something better then their competitors. Benchmarking is one of the tools that can be used to gain NPK Pelangi fertilizer strength and surplus point.<p align="justify"> <br /> <br /> The consequences of business market trend in technology, regulation and competition have forced Pupuk Kaltim Company to be more focus on customer and be able to give solution to their problems. To recognize fertilizer distributor's service output demand and their distribution channel arrangement, a sample survey have been distributed into retailers in area of Central Java and Yogyakarta. The expected output variables for these retailers have been selected to determine the distribution channel up to retailers. The nine service outputs resulted from the survey considered to be important and very important are Quality: solid fertilizers; Cost: stable price; Delivery: free charge delivery, ordered stuff, fast service, the same day stuff acceptance; Flexibility: good personal relation, credit service, any time order services.<p align="justify"> <br /> <br /> This research is an attempt to analyze how the system designing process of the distribution of fertilizers could be developed, especially in the management of NPK compound fertilizer in Indonesia. Furthermore, this process will be combined with the competitive strategy leading to the success of a company. Using service output demand approaches and vertical marketing system, this study proposes three alternatives of distribution systems, i.e. Distribution Systems of Distributors' Pattern, of Brokers' Pattern, and of Retailers' Pattern. These three alternatives are expected to be able to increase the service output in the level of retailers through the moredeepening control of factories on the distribution flow. A finished study done in PT Pupuk Kalimantan Timur Tbk have showed that the most appropriate channel distribution is Distributor Model Channel Distribution or Saluran Distribusi Pola Distributor (SDPD). Test of selecting the best channel distribution have been done by doing optimality decision into three design criteria, namely economic, controlling and service criteria.<p align="justify"> <br /> <br /> Efforts to increased NPK Pelangi fertilizer sales have been done with product life cycle analysis to determine the appropriate marketing mix strategy. Marketing Mix strategy have 4P: Product, Price, Place and Promotion and 3P service : People, Process, and Physical evidence. From this position of analysis, it is identified that target of marketing is to create marketing awareness on product and customers eventually are willing to make trial effort.