Analisis Prevalent, Equal, Dan Different Pricing Strategies Pada Dual Channel Supply Chain (Studi Kasus: Klastik Shoes)

Zenia, Engga Dwi (2015) Analisis Prevalent, Equal, Dan Different Pricing Strategies Pada Dual Channel Supply Chain (Studi Kasus: Klastik Shoes). Undergraduate thesis, Institut Technology Sepuluh Nopember.

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Abstract

Perkembangan teknologi internet yang menawarkan beberapa keunggulan seperti rendahnya biaya operasional, perluasan jangkuan pasar dan trend kebiasaan belanja, menarik minat perusahaan baru untuk langsung membuka saluran penjualan secara online (direct channel). Namun, salah satu studi terdahulu menunjukkan bahwa daya tarik akan belanja secara offline tidak dapat dengan mudah digantikan oleh e-shopping. Maka dari itu, banyak produsen tidak serta merta melakukan kegiatan jual beli dengan cara online saja untuk mendapatkan pelanggan, tetapi juga mempertimbangkan adanya dual channel. Dual channel supply chain merupakan cara penjualan produk melalui online channel dan offline channel secara bersamaan. Sistem ini memungkinkan terjadinya kompetisi antar masing-masing channel dalam suatu rantai pasok itu sendiri. Bagi para konsumen, berbelanja secara online adalah berisiko. Sistem penjualan dual channel yang berawal dari sistem online memiliki lebih banyak risiko terhadap kepercayaan pelanggan. Ketidakmampuan konsumen melakukan inspeksi secara langsung terhadap produk menuntut produsen melakukan strategi market yang tepat, salah satunya dengan memiliki strategi pricing yang tepat. Hal ini dimaksudkan agar tidak terjadi ketimpangan profitabilitas antar channel dan juga agar terjaga kepuasan konsumen terhadap harga jual produk yang ditawarkan. Terlebih, kepercayaan pelanggan yang sudah terbangun atas pembelian dari saluran online akan membuat konflik baru di dalam internal perusahaan, apakah harga produk akan dijual dengan harga sama ataupun berbeda pada masing-masing channel apabila perusahaan memiliki saluran penjualan offline. Melihat besarnya dampak pengambilan keputusan strategi pricing bagi performansi profitabilitas perusahaan, dilakukan penelitian dalam bentuk skripsi tentang analisis strategi pricing, antara lain: prevalent, equal, dan different pricing strategy dalam suatu rantai pasok dan bagaimana profitabilitas yang optimum, baik bagi masing-masing channel maupun bagi keseluruhan channel dapat dihitung. Metode yang digunakan adalah metode optimasi dengan menggunakan quadratic programming, yang mana digunakan skema penentuan harga secara Bertrand dan Stackelberg. Dari percobaan dapat diketahui bahwa, dari ketiga strategi pricing yang disarankan, skenario dengan different pricing strategy memberikan profit tertinggi dengan mempertimbangkan eksistensi channel lain dan keseimbangan demand bagi masing-masing channel. ======================================================================================================== The development of internet technology that offers several advantages such as low operating costs, expansion of market outreach, and trend of spending habits, attracting new companies to open online sales channel (direct channel). However, one of the previous studies showed that the tractive power of offline shopping can not be easily replaced by the e-shopping. Therefore, many manufacturers do not necessarily perform trading activities only by online to get customers, but also consider the existence of dual channel. Dual-channel supply chain is a way of selling products through online and offline channels simultaneously. This system allows for competition between each channel in a supply chain itself. For consumers, online shopping is risky. Dual-channel sales system that originated from the online system, has more risk to the customer's trust. The inability of consumers conduct product inspections, charges the manufacturer requires proper market strategies, one of them by having the right pricing strategy. It is intended to prevent inequality between channel profitability and also to preserve its customer satisfaction by the selling price of the products offered. Moreover, customer trust that has been built over the purchase of the online channel will create new conflicts in the company's internal, if the price of the product will be priced the same or different in each channel if the company has offline sales channels. Given the tremendous impact of pricing strategy decisions for the company's profitability performance, research in the form of a thesis on the analysis of pricing strategies is conducted. The analysis are about prevalent, equal, and different pricing strategies in a supply chain and how the optimum profitability, both for each channel and for the entire channel, could be calculated. The method used is quadratic programming optimization, which is used as a pricing scheme Bertrand and Stackelberg. From the numeric experiments, it can be seen that, of the three suggested pricing strategies, scenarios with different pricing strategy gives the highest profit by considering the existence of other channels and demand balance for each channel

Item Type: Thesis (Undergraduate)
Additional Information: RSI 658.7 Zen a
Uncontrolled Keywords: dual channel supply chain, quadratic programming, strategi pricing
Subjects: T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5105 Data Transmission Systems
Divisions: Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User: Mr. Tondo Indra Nyata
Date Deposited: 08 Jul 2019 03:42
Last Modified: 08 Jul 2019 03:42
URI: http://repository.its.ac.id/id/eprint/63578

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