RISMAWAN, RIZKI AKBAR (2015) PEMILIHAN STRATEGI PEMASARAN MENGGUNAKAN METODE ANALYTICAL NETWORK PROCESS (ANP) DAN TECHNIQUE FOR ORDER PREFERENCE BY SIMILARITY TO AN IDEAL SOLUTION (TOPSIS) (Studi Kasus: PT. Sinar Cahya Mulya - Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Data from the Department of Industry, Trade and Cooperatives Cilegon shows the development of the number of companies increasing every year, and many companies that require good wood pallets used for shipping or storage of products and raw materials. PT. Sinar Cahaya Mulya (PT. SCM) one of the companies engaged in the manufacturing of wood pallets, but the increasing number of competitors pose a threat to the PT. SCM resulting in failure to achieve earnings as expected, so it requires a special strategy to anticipate. Research aimed at choosing a marketing strategy/business is, using the 6 (six) criteria: Managerial Capabilities, Customer Linking Capabilities, Market Innovation Capabilities, Human Resource Asset, Asset Reputational and Competition. In determining the importance weight subcriteria marketing strategy, used Analytical Network Process (ANP), while the methods used in determining the best marketing strategy is a method Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS). Results from this study showed the highest weight in the sub-criteria are brand or reputation (0,101), understand the needs of customer (0,09) and the ability to launch new products (0,0669). The next best strategy for PT. SCM is a differentiation strategy and recommendations given are differentiated on three aspects of the product, how to sell and infrastructure. Keywords: Analytical Network Process (ANP), Brand, Reputation, Differentation, Marketing Strategy, TOPSIS.

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