APPLYING AN ANALYTICAL HIERARCHY PROCESS FOR STRATEGIC DECISION-MAKING OF BUSINESS SOLUTION TO ADDRESS SALES DECLINE IN SMES (STUDY CASE: TB. BUYUNG MAS PUTRI)
This research addresses the sales decline experienced by TB. Buyung Mas Putri, a retail building materials store in Indramayu, caused by inefficiencies in manual processes, the absence of digital marketing and e-commerce platforms, and disorganized financial reporting. Coupled with increasing market...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/87086 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This research addresses the sales decline experienced by TB. Buyung Mas Putri, a retail building materials store in Indramayu, caused by inefficiencies in manual processes, the absence of digital marketing and e-commerce platforms, and disorganized financial reporting. Coupled with increasing market competition, these challenges have significantly impacted on sales performance. To address these issues, the research employs a combination of analytical methods: SWOT analysis to identify internal and external factors, TOWS matrix to develop actionable strategies, Analytical Hierarchy Process (AHP) to evaluate and rank strategies, Fishbone analysis and Kepner-Tregoe to uncover the root causes. The findings highlight four key strategies: automating inventory management to reduce stockouts and errors, implementing financial management tools to improve reporting and decision-making, collaborating with contractors to ensure steady demand and long-term partnerships, and adopting digital marketing and ecommerce platforms to expand market reach. By implementing these strategies, TB. Buyung Mas Putri can restore sales growth |
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