PROPOSED KNOWLEDGE MANAGEMENT INITIATIVES TO SUPPORT MARKETING DIVISION CASE STUDY AT PT XYZ

• Main Author: R V B Aruan, Dewi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79818
• Institution: Institut Teknologi Bandung

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.