Implementasi Strategi Pemasaran Produk AMDK ASA Di Perum Jasa Tirta Dengan Seni Peran Sun Tzu

Larasatidevi, Asaria Yasmin (2018) Implementasi Strategi Pemasaran Produk AMDK ASA Di Perum Jasa Tirta Dengan Seni Peran Sun Tzu. Sarjana thesis, Universitas Brawijaya.

Abstract

Perum Jasa Tirta I AMDK ASA merupakan perusahaan nasional yang bergerak dibidang industri air minum dalam kemasan. Perum Jasa Tirta I AMDK ASA memproduksi merek AMDK ASA dengan jenis kemasan cup 120 ml, cup 240 ml, galon, botol 500 ml, dan produk yang terbaru, yaitu botol 330 ml pada bulan maret 2017. Selama tahun 2017 jumlah output yang dihasilkan oleh Perum Jasa Tirta I AMDK ASA mengalami penurunan dari tahun sebelumnya. Selain itu, strategi yang diterapkan sebelumnya oleh pihak AMDK ASA belum bisa meningkatkan jumlah penjualan produk AMDK ASA. Oleh sebab itu, perlu dilakukan implementasi strategi pemasaran untuk meningkatkan penjualan produk perusahaan. Penelitian ini menggunakan Seni Perang Sun Tzu. Konsep dari Seni Perang Sun Tzu berdasarkan strategi perang militer dan dikombinasikan dengan strategi bisnis. Strategi ini banyak diadopsi di berbagai bidang seperti pada bidang olah raga, persaingan personal, bisnis, dan tentunya di bidang militer. Strategi ini digunakan pada bidang pemasaran oleh perusahaan-perusahaan untuk memenangkan persaingan pasar. Metode yang digunakan untuk mengidentifikasi faktor eksternal dan faktor internal yaitu menggunakan pengaplikasian seni perang Sun Tzu dalam ranah marketing. Setelah dilakukan identifikasi faktor eksternal dan internal, selanjutnya menghitung bobot dengan menggunakan metode paired comparison Selanjutnya, faktor-faktor eksternal dan internal diberikan rating kemudian melakukan perhitungan scoring berdasarkan hasil perkalian bobot dan rating. Hasil dari scoring akan dijadikan acuan untuk menentukan posisi kuadran SWOT perusahaan. Implementasi Seni Perang Sun Tzu dilakukan dengan mencocokkan keadaan perusahaan dengan 36 Sun Tzu’s Stratagems untuk memberikan rekomendasi strategi pemasaran. Hasil dari implementasi tersebut digunakan untuk metode QSPM sebagai strategi prioritas yang dapat dilakukan perusahaan. Berdasarkan hasil diskusi dengan pihak perusahaan, didapatkan 13 faktor eksternal ground dan 5 faktor eksternal climate yang digunakan dalam penelitian, sedangkan faktor internal perusahaan didapatkan 21 faktor. Strategi pemasaran yang sesuai dengan kondisi Perum Jasa Tirta I AMDK ASA berdasarkan kuadran SWOT adalah strategi yang bersifat agresif, dengan total skor faktor eksternal sebesar 2,4672 dan faktor internal sebesar 2,7966. Strategi yang bersifat turn around diimplementasikan ke dalam 36 stratagems Sun Tzu dengan hasil 3 stratagems yang dapat diterapkan di perusahaan, yaitu besiege wei to rescue zhao, take the opportunity to pilfer a goad, dan borrow a corspe to resurret the soul. Berdasarkan hasil matriks QSPM, strategi yang menjadi prioritas adalah besiege wei to rescue zhao yang artinya strategi dengan melakukan “penyerangan” dengan menawarkan produk AMDK ASA yang berfokus kepada instansi pemerintah baik di Kabupaten Malang maupun Kota Malang, seperti kantor Dinas Kependudukan dan Pencatatan Sipil Pemerintah Kabupaten Malang yang berlokasi di Kepanjen, Kabupaten Malang. Selain kepada instansi pemerintah, Perum Jasa Tirta I dapat menawarkan produk AMDK ASA kepada BUMN lain yang ada di Kota Malang maupun Kabupaten Malang.

English Abstract

Jasa Tirta I ASA Bottled Water Public Company is a national company that works in bottled water industry. Jasa Tirta I Bottled Water Public Company produces bottled water in ASA brand with various packaging type there are 120ml cup, 240ml cup, gallon, 500ml bottle, and the newest product that is 330ml bottle in March 2017. Along 2017 the output result that is produced by Jasa Tirta I ASA Bottled Water Public Company is decreasing from last year. Besides, the strategy that is used by the company before cannot increasing the number of ASA Bottled Water product sales. Therefore, there has to be a marketing strategy implementation to increase product sales number of the company. This research is using Sun Tzu’s Art War. Concept of this art war based on military war strategy and combined with business strategy. This strategy is adopted a lot in various field like in sport field, personal competition, business, and absolutely in military. This strategy is used in marketing sector by companies to win market competition. Method that is used to identify external and internal factors is by applying Sun Tzu’s art war in marketing sector. After the external and internal factors have been identified, next is to calculate the weigh using paired comparison method. After that, the external and internal factors are given a rating then do the scoring based on the multiple of weigh and rating. Result of the scoring will be the reference to decide the SWOT quadrant position in the company. The Sun Tzu’s Art War implementation is done by match the condition of company with 36 Sun Tzu’s Stratagems to have a marketing strategy recommendation. The result of implementation is used for QSPM method as a priority strategy that the company able to do. Based on discussion with the company, there are 13 ground external factors and 5 climate external factor that is used in the research, while there are 21 internal factors that is obtained by the company. Marketing strategy that is suit with Jasa Tirta Public Company condition based on SWOT quadrant is an aggressive strategy with total score of external factor is 2,4672 and internal factor is 2,7966. An turn around strategy is implemented in 36 Sun Tzu’z stratagems with the result of 3 stratagems that can be applied in the company, which are besiege wei to rescue zhao, take the opportunity to pilfer a goat, and borrow a corpse to resurrect the soul. Based on the QSPM matrix result, the top priority strategy is besiege wei to rescue zhao which means strategy by “doing” attack by offering ASA bottled water which focuses on government institute both in Malang regency and the city of Malang, such as the Office of Population and Civil Registration Malang regency government located in Malang regency. Besides to government institute, Perum Jasa Tirta I can offer ASA Bottled Water product to other BUMN in Malang city and Malang regency.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2018/1175/051900125
Uncontrolled Keywords: Air Minum Dalam Kemasan (AMDK), Paired Comparison, Quantitative Strategic Planning Matrix (QSPM), Seni Perang Sun Tzu, Strategi Pemasaran, Strength, Weakness, Opportunity, Threats (SWOT) Bottled Water, Marketing Strategy, Paired Comparison, Quantitative Strategic Planning Matrix (QSPM), Strength, Weakness, Opportunity, Threats (SWOT), Sun Tzu’s Art War
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Budi Wahyono Wahyono
Date Deposited: 14 Jan 2019 06:51
Last Modified: 28 Oct 2021 07:30
URI: http://repository.ub.ac.id/id/eprint/162686
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