Indrasutanto, Andre Martin (2007) Perancangan sistem informasi pemasaran untuk pengambilan keputusan strategi yang tepat untuk meningkatkan omset penjualan pada PT. "X". Masters thesis, Widya Mandala Catholic University Surabaya.
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Abstract
PT. "X" is a company which move in chemical industry that produce sodium cyclamate. Sodium cyclamate is a sweetener substance that substitute sugar which can be use for medicines, foods and beverages industry. To win the competition, the company was applying market segmentation strategy which divided into 3 (three) segment that is high, medium and low. The company also applying market penetration strategy to increase the omzet, where the company try to expand the market by way of change non users to be users. The research used a descriptive method to describe the problems that PT. "X" had to deal with in the application of a marketing information system. The data were gathered through interviews, study documents, and observations. The result of the analysis indicated that the system can't result information that can support company to evaluate marketing strategy. Market penetration strategy that the company did can't Significant increase the omzet because there is market segmentation mistake. The product that should be sell to high segment was sold to low segment. So, PT. "X" couldn't enter the market and compete with other competitor. Discussions in the course of this research had produced an improve design of a model of marketing information system suitable to support the application of market segmentation and market penetration strategy. The newly designed model was meant to help the company solve the problems it was facing. By this arrangement, data fed to the database were then queried and normalized by several stages generating a subsystem of output useful to users. The data passed into the database comprised transaction processing system, marketing research subsystem, and marketing intelligence subsystem. The resultant data output consisted of subsystems of product, place, and price. This marketing information system also designed use expert system and decision support system. Expert system will compare sales omzet with inflation rate between two period. If the inflation increase proportional with sales omzet then the increase was already Significant. If the inflation not proportional with sales omzet then the increase wasn't significant. Then decision support system will analyze sales omzet for each segment and give suggestion to user about the product for each customer appropriate its segment. Thus the newly designed model of marketing information system would help PT. "X" to increase its omzet significantly and have a competitive advantage.
| Item Type: | Thesis (Masters) |
|---|---|
| Department: | ["eprint_fieldopt_department_Graduate School" not defined] |
| Uncontrolled Keywords: | Marketing information system, expert system, decision support system, market segmentation strategy, market penetration strategy. |
| Subjects: | Business Business > Strategic Management |
| Divisions: | Graduate School > Master Program in Management |
| Depositing User: | Sri Kusuma Dewi |
| Date Deposited: | 26 Jun 2015 08:35 |
| Last Modified: | 26 Jun 2015 08:35 |
| URI: | http://repository.ukwms.ac.id/id/eprint/2622 |
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