DYNAMICS ANALYSIS OF PREDATOR-PREY MODEL AND CONTROL STRATEGIES FOR BRAND COMPETITION

• Main Author: Yustika Wardhani, Sephia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73006
• Institution: Institut Teknologi Bandung

Indonesia plans to increase the number of entrepreneurs by 2024. If the number of entrepreneurs increases, the number of products on the market will also increase. If the number of products on the market increases, there will be more competition between brands to get consumers. This phenomenon is called brand competition. In general, brand competition occurs between exist brands and competitor brands. Exist brands try to maintain consumers while competitor brands try to get consumers. The interaction between competitor brands and exist brands can be analyzed using a modification of the predator-prey model. In this study, 3 models will be constructed, namely the model when the competitor brand is more popular, the model when the exist brand is more popular, and the model with sales factor. For the model where the competitor brand is more popular, it is found that the competitor brand can dominate the market and the exist brand can maintain its existence. For the model where the exist brand is more popular, it is found that the exist brand can dominate the market and the competitor brand can maintain its existence. For models with sales factors, the exist brand level of 368.379 units can maximize the value of the market revenue function. This research will use optimal control to determine effective strategies so that exist brands and competitor brands can survive in the market for models without defect factors and models with defect factors. For the model without defect factor, the recommended optimal controls are the interest growth rate of competitor brands and the proportion of consumer interest ????1=????2. For the model with defect factor, the recommended optimal controls are the rate of degradation of exist brand's consumer interest, the rate of growth of competitor brand's interest, and the proportion of consumer interest ????1=????2.