ENHANCING MARKET DEVELOPMENT IN SOUTH SULAWESI THROUGH MULTI-CRITERIA DECISION MAKING: AN ANALYTIC HIERARCHY PROCESS (AHP) APPROACH. A CASE STUDY OF PT MCM
This research study aims to enhance market development in South Sulawesi, specifically focusing on the case of PT MCM (Makassar Distribution Center), through the application of Multi-Criteria Decision Making (MCDM) using the Analytic Hierarchy Process (AHP) approach. The objective is to identify pot...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/77032 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This research study aims to enhance market development in South Sulawesi, specifically focusing on the case of PT MCM (Makassar Distribution Center), through the application of Multi-Criteria Decision Making (MCDM) using the Analytic Hierarchy Process (AHP) approach. The objective is to identify potential strategies for market development and evaluate their feasibility and effectiveness in achieving PT MCM's growth objectives. The study also assesses the potential risks and challenges associated with the implementation of each alternative strategy. The research methodology involves gathering relevant data and conducting interviews with key stakeholders to identify the critical factors influencing market development in South Sulawesi. These factors are categorized into four main dimensions: financial, market development, human resources, and operations. A comprehensive evaluation is then performed using the AHP approach to determine the relative weights and priorities of each criterion and alternative strategy. Based on the findings, three alternative strategies are identified: Full 3rd Party Distributor, Stand Still, and Develop Makassar Branch with Investment. Through the evaluation process, it is determined that developing the Makassar Branch with investment is the most suitable strategy for PT MCM. This business solution emphasizes the importance of investing in HR development and control, increasing the number of potential customers, and enhancing brand equity as key priorities for the success of the Makassar Branch. To address potential challenges and risks, preventive actions and contingency plans are proposed. These include optimizing operational processes, controlling accounts receivable, implementing recruitment strategies, providing training and resources, and conducting internal audits.
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