Analisis Value Chain pada Pemasaran Produk Pelumas Mobil (Studi di PT. Shell Indonesia Area Jawa Timur)
| Main Authors: | , Lutfi Ilhamy, , Dr. Wakhid Slamet Ciptono, MBA., MPM., Ph.D. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/119140/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=59132 |
Daftar Isi:
- The study was done in order to analyze the development of the sales performance of the passenger car engine lubricant on East Java area for 2007 - 2011, identifying the factors causing the area of East Java could not contribute sales of passenger car engine lubricant significantly on marketing map of Shell passenger car engine lubricant and analyze the value chain to be used to improve the product sales performance of the passenger car engine lubricant in the area of East Java. This study is a qualitative descriptive study types. The study aimed to evaluate the company's strategy to become the object of research by using the perspective of strategic management theory. This study is a descriptive study design with case studies by selecting PT Shell Indonesia as an object of research with East Java as the location of study. Data collection is done by interviews, questionnaires and observation. The analysis tools are qualitative analysis. As the result can concluded that (1) The sales performance of the passenger car engine lubricants on East Java area showed a fluctuating condition. The greatest sales growth is shown in 2010 as 64.53%, while the decline occurred in 2008 as -22.87%. In the aggregate it appears there was a fluctuating trend, but the trend of developments in the last two years indicates a Shell product sales growth relatively well. (2) Some common factors that can be identified as the cause of the East Java area could not contribute significant to sales in the map of passenger car engine lubricant product marketing of PT Shell Indonesia, including the absence of Shell products in the filling warehouse in Jakarta and the delay distribution of goods from warehouse filling in Jakarta to the regions. While the specific factors that hinder the sales in East Java, including the delay distribution of goods from the distributor in the region to partner workshops and inaccuracy in product demand projections made by the distributor. (3) Value chain analysis can be used to map the problems and improve the sales performance of the passenger car engine lubricant in the area of East Java, such as by identifying the activities that make the product different from other products, reduce the cost of getting cheaper and deliver product to consumers rapidly.