PROPOSED KNOWLEDGE MANAGEMENT INITIATIVES TO SUPPORT MARKETING DIVISION CASE STUDY AT PT XYZ
Toyota is still the leading car brand in Indonesia. However, Toyota has been experiencing a decline in sales for the past three years, even though other car brands have been able to increase their sales. As one of Toyota's authorized dealers, PT Bukit Jaya also feels that its marketing divis...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/79818 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Toyota is still the leading car brand in Indonesia. However, Toyota has been experiencing
a decline in sales for the past three years, even though other car brands have been able to
increase their sales. As one of Toyota's authorized dealers, PT Bukit Jaya also feels that
its marketing division is not optimal. In facing the challenges of diverse sales trends in
some of its sales regions, PT Bukit Jaya realizes that one of the main factors that
influence performance is the level of employee knowledge. Considering the needs of this
industry, which requires the presence of branches in various marketing areas, the
company faces difficulties in leveling the level of knowledge across all its branches. This
difference can have a significant impact, especially in the context of sales.
This study was designed to evaluate the readiness of Knowledge Management (KM) in
marketing divisions that are spread across various regions and to develop strategies
related to knowledge management. The approach used involved a survey of employees in
the marketing division in various regions following the framework of the Asian
Productivity Organization (APO).
This study used a survey method of marketing division employees in various regions. The
data collected were analyzed and the results of the study showed that overall knowledge
management at PT Bukit Jaya is at level four or refinement level. However, of the five
regions studied, two regions did not have the same results as the overall final results. One
region was even at the introduction level and one branch was at the readiness level.
Based on the findings of the study, it is recommended to implement the SECI process
(Socialization, Externalization, Combination, Internalization) to improve the level of
readiness of KM in the marketing division. This approach focuses on four knowledge
transformation processes, namely socialization, internalization, externalization, and
combination. The implementation of SECI process is expected to overcome the
disparities in the level of readiness of KM in various regions. |
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