The selection of marketing strategy is very important for the sustainability of small and medium enterprises (SMEs). Choosing the best marketing strategy is a process involving problem of multiple decision-making criteria, which considers many attributes in various phases of a strategy formulation method. This paper proposes a model of selecting marketing strategy for Batik Madura SMEs. The model selected five criteria including customer networking, innovation capabilities, managerial competency, human capital, and company reputation based on literature reviews and focus group decision-making discussion. Analytic network process (ANP), decision-making trial and evaluation laboratory (DEMATEL) and technique for order preference by similarity to an ideal solution (TOPSIS) methods were applied to obtain an impact relation map from each criteria and to determine the priority of marketing strategy. The implementation of the model shows that Batik Madura SMEs should maintain their focus on segmentation marketing as the most appropriate marketing strategy.
Once a major salt producer, Indonesia has imported million tons of salt in recent years to meet domestic demands of chemical industries. Indonesia's salt-producing potential has been hindered by lack of competitiveness and unsynchronized production data. The salt supply chain process is typically finished on a monthly basis, yet the uncertainty of weather conditions often leads to erratic production yields. Since heavy reliance on the weather can bring negative consequences for salt farmers around the country, accurate salt field productivity forecasting is of great importance. This study aims at examining sunlight duration, wind speed and temperature data to predict salt field productivity in Kalianget Sumenep Madura. The predictive model is developed using Artificial Neural Network (ANN) method because it has a low risk of fault to solve nonlinear relationships. The effects of different learning rate and momentum values are analyzed by full factorial design of experiment and evaluated based on the lowest root mean square error (RMSE). Then, the optimal model is used to test and compare the forecasting performance based on ANN and Holt-Winters predictors. The result demonstrates that the proposed model is accurate and efficient to represent a good solution to predict salt field productivity in the region.
In the era of digital disruption, the main problem facing many companies is how they can keep up to date with technology and maintain their business sustainability. Manufacturing industry must immediately carry out digital transformation that leads to business process efficiency, better customer relationship management, as well as increased customer satisfaction and fast moving consumer goods industry was no exception. This paper aims to develop a mobile application development that specifically designed to serve consumers of an Indonesian Fast Moving Consumer Goods company. This company manufactures nutritional products for pregnant and lactating mothers. The mobile app is under development process and expected to be a digital communication hub between the company, the company’s Enterprise Resource Planning system and its customers as well as an innovative marketing toolkit for their sustainable business growth. Moreover, the app is designed to become an Omni-channel Retail application that allows consumers to get their products from the company’s various distribution channels, such as e-commerce, modern markets, traditional markets. This will streamline and integrate the shopping experience across channels.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.