PERANCANGAN SISTEM PENGELOLAAN PELANGGAN PT MEGAH MEDIKA PHARMA
PT Megah Medika Pharma is a business-to-business company engaged in the distribution of disposable medical equipment and has been established since 2002. The company has a target to expand their branches every year. Unfortunately, over the past five years, the company's financial condition h...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/76382 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT Megah Medika Pharma is a business-to-business company engaged in the distribution
of disposable medical equipment and has been established since 2002. The company has a
target to expand their branches every year. Unfortunately, over the past five years, the
company's financial condition has been unstable and has decreased with the company's
revenue value in 2022 being the lowest, which is Rp123,748,418,791 with a decrease of
Rp34,580,209,006 in revenue compared to 2021. After further investigation, the company’s
customers only increased in 2020 and there are some marketing strategies that are
responsible for the company’s loss. Therefore, PT Megah Medika Pharma needs
appropriate customer relationship management (CRM) to avoid marketing activities that
can harm the company financially. This research aims to design a proposed customer
management system as one of the strategies that the company can use to maintain and
develop its business.
This research uses a qualitative method with semi-structured interview as the data collection
method. The process of designing customer relationship management for the company
begins with identifying the company's marketing strategy, existing marketing activities, the
company’s current customer relationship management, and the company's external
conditions. The data obtained from the previous steps is evaluated based on the literature
study to determine the focus of the proposed customer relationship management that is
appropriate and aligns with the company's conditions.
Based on the evaluation results, PT Megah Medika Pharma needs a customer segmentation
method to help the company identify their profitable and unprofitable customers. Then, the
evaluation results also show that the company’s retention program has not been effectively
implemented. Thus, this research designs a proposed customer management system with a
focus on retention for the customers who are classified as the most valuable customers.
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