Vena, Fiki Aprilia (2017) Analisis Karakteristik Persaingan dan Strategi Semen Perspektif PT Y Sumatera. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Saat ini banyak sekali, produsen baru semen yang bermunculan untuk merebut pangsa pasar penjualan semen di Indonesia. PT Y Sumatera merupakan produsen semen di Indonesia yang menguasai pasar di Indonesia bagian Barat. Agar PT Y Sumatera dapat menguasai pasar untuk kebutuhan semen di Indonesia, diperlukan banyak improvement dan perumusan strategi kedepan untuk menguasai pasar semen di Indonesia. Saat ini agar dapat bertahan, PT Y Sumatera perlu melakukan analisis market share
Model perumusan market share yang digunakan yaitu model linear, multiplicative, exponential, MCI, dan MNL. Dari kelima model tersebut, kemudian dianalisis mana model yang terbaik untuk dilakukan log-linear regression. Hasil regresi ini nantinya akan digunakan untuk memperhitungakan volume yang dihasilkan untuk masing-masing brand dan dapat ditentukan strategi yang tepat dalam menghadapi persaingan harga semen di Indonesia dengan menggunakan what-if analysis.
Hasil penelitian menunjukan bahwa pada Tahun 2017 PT Y Sumatera mengalami kenaikan market share dibanding tahun 2015 dan berada di urutan market share keempat setalah Indocement, Semen Gresik, dan Holcim. Strategi yang digunakan PT Y Sumatera untukmeningkatkan market share-nya tergantung pada peran PT Y Sumatera di masing-masing daerah.
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Nowdays, there are lot of new cement manufacturers, which showed up to grab the market share of selling cement in Indonesia. PT Y Sumatera is a manufacturer in Indonesia which lead the market in the western part of Indonesia. In order to PT Y Sumatera can be the lead market for selling cement in Indonesia, PT Y Sumatera needs a lot of improvement and the formulation of future strategies for controling cement market in Indonesia. At this time in order to survive, PT Y Sumatera need to perform market share analysis
Model formulation of market share which used are linear, multiplicative model, exponential, MCI, and MNL. From the fifth model, then the model will be analyzed where the best model to do a log-linear regression. The results of this regression will be used to calculate the volume in next period for each brand and the right strategies can be determined to face price competition of cement in Indonesia by using what-if analysis.
The results show up that PT Y Sumatera will increase its market share in 2017, compared to the year 2015 and PT Y Sumatera is in the fourth market share after Indocement, Semen Gresik, and Holcim. Strategies that used in PT Y Sumatera is to increase its market share depending on the role of PT Y Sumatera in each region.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Brand, Market Share, PT Y Sumatera, what-if analysis |
| Subjects: | T Technology > T Technology (General) > T58.62 Decision support systems |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | - FIKI APRILIA VENA |
| Date Deposited: | 29 Jan 2018 01:52 |
| Last Modified: | 05 Mar 2019 07:40 |
| URI: | http://repository.its.ac.id/id/eprint/43337 |
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