ANALYTIC HIERARCHY PROCESS TO DETERMINE THE RESELLERS LOCATION OF FROZEN FOOD BUSINESS (PT. LAUKITA CASE STUDY)

• Main Author: Eva Marisa, Angelika
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62703
• Institution: Institut Teknologi Bandung

Location selection is an important strategy for business, therefore it is necessary to use GIS method as one consideration to choose the right location. GIS stands for Geographical Information System, basically GIS method is an information system where the data are related to spatial. To determine the best solution Analytical Hierarchy Process with criteria market size estimation, coverage, and shipping lead time has been used on this research. During 2020 overall situation for PT. Laukita can be conclude that the revenue was sinking even though they’ve tried to keep up with trends by doing digital selling through several market place. According to PT. Laukita’s report from the beginning of 2020 until the end of the year the revenue sink 38%. This research exist to find why the revenue was sinking and what’s the best solution to fix this issue. For this purpose author conduct depth interviews. To choose potential area locations because the product being sold is frozen food, buffer analysis from GIS method had been used to find the location where to put reseller from PT. Laukita according to targeted customers from STP analysis. To choose the best solutions proposed AHP analysis was being used with criterias: (1) market size estimation, (2) coverage, (3) shipping lead time to customers.