Open AccessPenerapan Metode Multidimensional Scaling (MDS) dalam Perencanaan Formulasi Strategi Pemasaran Supermarket Hero Malang
Author(s) -
Sugeng Santoso
Publication year - 2010
Publication title -
jurnal teknik industri
Language(s) - English
Resource type - Journals
eISSN - 2527-4112
pISSN - 1978-1431
DOI - 10.22219/jtiumm.vol1.no1.60-70
Subject(s) - marketing , multidimensional scaling , business , competition (biology) , product (mathematics) , advertising , hero , quality (philosophy) , promotion (chess) , market segmentation , marketing strategy , sales promotion , computer science , mathematics , ecology , philosophy , geometry , epistemology , sales management , machine learning , artificial intelligence , politics , political science , law , biology
Customevr aluei s customer'bs elieveingto the mosti mportanat tributeso f supermarket.Thosea re all aboutm arketingm ix atributess ucha s cost,p roducl,d istributiona, nd promotionCustomer's value can be found with implementing Multidimensional Scaling Method thatspreadingq uestionnsiresa nd intewiewing to havei nitial data.This researchu sedM ultidimensionaSl calingM ethodt o know customer'sd emandtosupermarketsT.h is can be used as a beginnings tandartin marketings tralegyp lanning.T hismethod result a perception map that drawing challanging situation among the supermarkethatviewed from marketing mix atributes.The result of analysis conclude that demand or the most customer's important atributesfor choosing supermarket is cost atribute and dislribution. In Hero Supermarket, customel'sdemandis in product atributet hat it's items are good qualitv product andv arietv that Hero standedin Kuadran I. To get customen/ market segmentationto marketings trategyf ormulation is : if inarea II, Hero supermarket have a competition with Alfa Supermarket, so that should stress it'sstrategy in cost atdbute. It's also in area III, Hero Supermarket and Ratu Supermarket have acompetition in cost atribute. And in area IV, a competition happen among Hero, Mitra, andMatahadd epartemenst torei n distribution andp romotion atdbute.