Research Paper
Year: 2021 | Month: January | Volume: 8 | Issue: 1 | Pages: 425-438
Comparative Analysis of Policy Change Strategies Distribution System in the Improvement of Customer Satisfaction PT. Kao Indonesia Medan Branch
William1, Endang Sulistya Rini2, Beby Karina Fawzeea Sembiring3
1,2,3 Master of Management Universitas Sumatera Utara, Indonesia
Corresponding Author: William
ABSTRACT
Competition in the business world leads to the era of free trade, so competition is becoming increasingly tight. The company is required to be able to think carefully and quickly in drawing up the strategy in order to meet the target achievement of the company. Similarly with PT. Kao Indonesia in facing the business competition changed the policy strategy of their distribution system. Such changes have been through the stages of planning and consideration from the company. The main target is consumer satisfaction, naturally it is important to conduct thorough research, to changes in the policy. Whether the change was appropriate, able to meet targets and able to meet the satisfaction of consumers. If the policy has not been able to reach the target and not appropriate for consumers. This study uses a qualitative approach. Key informants in this research is 12 people, that is 4 parties the company and 8 consumers coming from several owners of the stores and some of the end consumers. The results showed that until the current policy changes still have not been able to meet the entire target and still have not been able to fulfill the consumer satisfaction. Consumers (store owner) is still experiencing some constraints in the distribution system. There are some other factors affecting customer satisfaction, including quality of product, suitability of the prices and the granting of discounts or promos. The results also showed that 26,7% of informants did not know PT. Kao and 20% of informants stated quite difficult to find the products of PT. Kao
Keywords: PT. Kao, Management, Marketing, Distribution.
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