priority analyze of marketing mix strategy apple chocolate "Matur" with fuzzy analytic hierarchy process method (FAHP) on CV Malang

1. Supervisor:
1. Mr. Prof. Dr. Ir. Budi Setiawan, M.S.
2. Mrs. Riyanti Isaskar, S.P., M.Si.
Priority Analyze of Marketing Mix Strategy
Apple Chocolate "Matur" with Fuzzy Analytic
Hierarchy Process Method (FAHP) on CV
Orenthesa Yurisma Corporation Malang
Examiner:
1. Mr. Wisynu Ari G., S.P., M.M.A.
2. Mr. Hery Toiba, S.P., M.P.
Presentator:
♥ Anita Wijayanti (105040100111041)

2. SMEs competition higher
Total of SMEs increased
every year
(value of gross domestic product)
56,53 %
57,12 %
57,94 %
59,08 %
2009 2010 2011 2012
55,00%
55,50%
56,00%
56,50%
57,00%
57,50%
58,00%
58,50%
59,00%
59,50%
Background Research

3. Chocolate consumption
Cocoa production
The most desirable food processing industry is
chocolate industry

4. Yogyakarta
Garut
Purwakarta Surakarta
Surabaya
Padang Bali
Pontianak Ponorogo

5. CV Orenthesa Yurisma Corporation has special chocolate
which is potentially be a souvenir from Malang

6. Apple chocolate yet
known to the public

7. What’s company #1 priority?
Effective
Efficient

8. The usable method for complex decision making is fuzzy AHP
which estimate with triangular fuzzy number scale

9. • First
 How does the
implementation of a
marketing system that is
currently implemented by
CV Orenthesa Yurisma
Corporation?
• Second
 What is the right
priorities marketing mix
strategy for CV Orenthesa
Yurisma Corporation?
Problem formulation research Research Objectives
• First
 To describe the
marketing system that
has been run by CV
Orenthesa Yurisma
Corporation.
• Second
 To analyze the marketing
mix strategy priority in
CV Orenthesa Yurisma
Corporation.
Problem formulation research and
Research Objectives

10. The potency of CV Orenthesa Yurisma
Corporation:
Uniqueness of apple chocolate Matur which
given as a souvenir of Malang
Theory
 SMEs (Law number 20 2008)
 SCORPIO Marketing Strategies
Segmentation & targeting, the Customer,
Organization structure and culture,
customer retention, positioning &
branding, Industry & market, and Offerings
(Fifield, 2007)
 Planning Strategy Marketing mix 4P
Product, Price, Place, and Promotion
(Kotler, 2009)
 Fuzzy AHP (Ayag, 2005)
Apple chocolate Matur as souvenir from
Malang and Familiar in other country
SCORPIO marketing strategy and
marketing mix 4P apple chocolate Matur
Priority strategy of marketing mix
Recommendation
FAHP
methode
Descriptive
Analysis
Previous Research
 Nurhasanah (2006) formulation of
marketing strategies through the
trapezoidal fuzzy number carried on the
traditional beverage industry
 Agustin (2007) define the marketing
strategy with the company's AHP Meatball
Cak Man City Malang
 Ikasari (2009) analyzed the marketing
strategy lunkhead mango Podang with
FMCDM the prosperous farmer groups jaya
 Widyasindy (2010) analyze the marketing
strategy of broilers in KUD Sari Bumi
Bululawang Malang
Conditions CV Orenthesa Yurisma
Corporation today:
1. Marketing is not optimal
2. Promotion is still lacking
3. High competition among SMEs
Framework

11. This research analyze the priority of marketing mix strategy
Limitation of problem

12. The research to describes marketing strategy with SCORPIO models and
marketing planning with 4P marketing mix
SCORPIO models
Marketing mix models

13. The research didn’t involve with consumers and distributors, only
respondents from the companies that involved
Consumers
Distributors Just owner and marketer

14. The chocolate products studied were apple chocolate Matur

15. CV Orenthesa
Yurisma
Corporation Malang
owner and part
marketing who
knows about
marketing apples
chocolate
primary data and
secondary data by
through observation,
interviews,
questionnaires, and
literature
 Descriptive analysis
method is used to
analyze and assess the
respondent’s
perceptions of indicators
 Fuzzy AHP method is
used to determine the
priority of the company’s
marketing strategy
Method of Research

16. Action
Action marketing
Mix strategy
Marketing goal
Marketing
strategy
scenario
Project Future of CV Orenthesa Yurisma Corporation
Maximizing the
volume of sales
Increase
market share
Facing the
competing product
Increasing profit
Improve customer
satisfaction
Product Promotion Place Price
More profitable
for dealers
Set prices below
the average price
of the product
Opening
outlet or
shop itself
Adding
distribution
channels
Segmentation &
targeting
the Customer
Organisation
structure &
culture
customer
Retention
Positioning &
branding
Industry &
market
Offerings
Expanding
media
campaign
Direct
marketing
Maintain
of
product
quality
Developing
diversification
of product
Hierarchy Structure
1

17. Input the value of the questionnaires by the respondents and
transformation of the AHP scale into FAHP scale
Linguistics Association AHP scale FAHP Scale Reciprocal
Just Equal 1 (1, 1, 1) (1, 1, 1)
Intermediate 2 (1/2, 1, 3/2) (2/3, 1, 2)
Moderately Important 3 (1, 3/2, 2) (1/2, 2/3, 1)
Intermediate 4 (3/2, 2, 5/2) (2/5, 1/2, 2/3)
Strongly Important 5 (2, 5/2, 3) (1/3, 2/5, 1/2)
Intermediate 6 (5/2, 3, 7/2) (2/7, 1/3, 2/5)
Very Strong 7 (3, 7/2, 4) (1/4, 2/7, 1/3)
Intermediate 8 (7/2, 4, 9/2) (2/9, 1/4, 2/7)
Extremely Strong 9 (4, 9/2, 9/2) (2/9, 2/9. 1/4)
The scale used to assess
respondent’s perceptions
The transformation of the
scale of AHP to FAHP
2

18. Calculating the fuzzy synthetic
extents of each indicator
Si = Synthetic extent
M = indicator or object
= fuzzy number for indicator j
i = line to i
j = column to j
Calculating the degree of possibility of
each indicator
3 4

19.  Checking the value of consistency ratio on all indicators with CR criteria
≥0.1
 Test the consistency of the measurement indicators that have been
made with consistency index formula
and then calculate the ratio of consistency
n 1 2 3 4 5 6 7 8 9 10 11
RI 0 0 0,58 0,90 1,12 1,24 1,32 1,41 1,45 1,49 1,51
Random Index Value
5
local weight vector obtained in the combined indicator to get a global priority
t = the largest normalized
value of the matrix
n = order matrix
6

20. The Results of Consistency Index
0.04
0.053
0.066
0.096
0.083
0.089
0.035
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
0.09
0.1
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 1920 21 222324252627
Consistency
Index
Element
Consistency
index
limitation
Action of 4P
with the goal
to increase
customer
satisfaction
Sub action of
price with the
goal to
increase profit
Result and Discussion

21. Analysis of the Results of the Data Processing
Weighting Value Analysis Scenarios with SCORPIO Model
0.097
0.256
0.104
0.216
0.182
0.0680.076
0.000
0.050
0.100
0.150
0.200
0.250
0.300
Weight
value
Enterprise Scenario
Segmentation & targeting
the Customer
Organisation structure &
culture
customer Retention
Positioning & branding
Industry & market
Offerings

22. Analysis of Weighting Value Marketing Purposes
0.153
0.299
0.065
0.132
0.351
0.000
0.050
0.100
0.150
0.200
0.250
0.300
0.350
0.400
WEIGHT
VALUE
MARKETING PURPOSES
Maximizing sales volume
Increase market share
Faced with competing
product
Increase profit
Increase customer
satisfaction

23. Weighting Value Analysis of Marketing Actions
0.358
0.126
0.288
0.227
0.000
0.050
0.100
0.150
0.200
0.250
0.300
0.350
0.400
WEIGHT
VALUE
ACTION MARKETING MIX STRATEGY
Product Promotion Place Price

24. 1. Weighting Value Analysis of Marketing Sub Actions
0.000
0.100
0.200
0.300
0.400
0.500
0.600
0.700
0.800
Maximizing sales volume
0.752
0.248
0.611
0.389
0.344
0.656
0.431
0.569
Weight
Value
Develop diversification
products
Mantain product quality
Expand promotion
Direct marketing
Add distribution channels
Opened own shop
Provide more profits for dealers

25. 0.000
0.200
0.400
0.600
0.800
1.000
0.138
0.862
0.216
0.784
0.389
0.611
0.258
0.742
Weight
value
increase market share
Develop diversification products
Mantain product quality
Expand promotion
Direct marketing
Add distribution channels
Opened own shop
Provide more profits for dealers
Set prices below the average price of other products
0.000
0.200
0.400
0.600
0.800
1.000
0.112
0.888
0.132
0.868
0.150
0.850
0.431
0.569
Weight
value
faced with competing product
0.000
0.200
0.400
0.600
0.800
0.325
0.675
0.431
0.569
0.431
0.569
0.431
0.569
Weight
value
increased customer satisfaction
2. Weighting Value Analysis of Marketing Sub Actions

26. 3. Weighting Value Analysis of Marketing Sub Actions
0.000
0.100
0.200
0.300
0.400
0.500
0.600
0.700
0.800
0.900
0.216
0.784
0.118
0.882
0.122
0.878
0.431
0.569
WEIGHT
VALUE
INCREASED PROFIT
Develop diversification
products
Mantain product quality
Expand promotion
Direct marketing
Add distribution channels
Opened own shop
Provide more profits for dealers

27. Combained Sub Action
[CELLRANGE], Mantain
product quality
[CELLRANGE], Direct
marketing
[CELLRANGE], Opened
own shop
[CELLRANGE], Set prices
below the price of other
products [CELLRANGE], Provide
more profits for dealers
[CELLRANGE], Add
distribution channels
[CELLRANGE], Expand
promotion
[CELLRANGE], Develop
diversification products
Other
Mantain product quality Direct marketing
Opened own shop Set prices below the price of other products
Provide more profits for dealers Add distribution channels
Expand promotion Develop diversification products

28. CONCLUSION
The Customer
Segmentation &
Targeting
Organization
Retention
Positioning &
Branding
Industry & Market
Offering
CV OYC did the marketing strategies to
promote apple chocolate Matur but there
are still lacking in the implementation of
the marketing strategy so the company's
efforts seems not optimal

29. CONCLUSION
Product
Price
Place
Promotion

30. CONCLUSION
Action
Action marketing
Mix strategy
Marketing goal
Marketing
strategy
scenario
Project Future of CV Orenthesa Yurisma Corporation
Maximizing the
volume of sales
(0,153)
Increase
market share
(0,299)
Facing the
competing product
(0,065)
Increasing profit
(0,132)
Improve customer
satisfaction
(0,351)
Product
(0,358)
Promotion
(0,126)
Place
(0,288)
Price
(0,227)
More profitable
for dealers
(0,379)
Set prices below
the average price
of the product
(0,621)
Opening
outlet or
shop itself
(0,654)
Adding
distribution
channels
(0,346)
Segmentation &
targeting
(0,097)
the Customer
(0,256)
Organisation
structure &
culture
(0,104)
customer
Retention
(0,216)
Positioning &
branding
(0,182)
Industry &
market
(0,068)
Offerings
(0,076)
Expanding
media
campaign
(0,333)
Direct
marketing
(0,667)
Maintain
of
product
quality
(0,694)
Developing
diversification
of product
(0,306)

31. SUGGESTION
1. CV OYC should prioritize 4P strategy which
includes product by improving quality of
chocolate products Matur by replacing the base
material become couverture chocolate,
promotion by increasing promotional activity is
still minimal, the price with deciding a lower price
than similar products, and place by opening its
own stores. While the strategy SCORPIO
elements need to be considered because the
chocolate industry and the market is not yet
known apples chocolate Matur as souvenirs.

32. SUGGESTION
2. CV OYC should continue to improve service to
the Customer with knowing what is needed and
desired by the customer as an evaluation or
observation.