Implementasi CRM (Customer Relationship Management) di PT. LOreal Indonesia.

Tan, Rio Fajar (2004) Implementasi CRM (Customer Relationship Management) di PT. LOreal Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pasar kosmetika di Indonesia merupakan suatu pasar yang potensial namun sangat kompetitif. PT. L'oreal Indonesia adalah salah satu perusahaan asing (Perancis) yang turut serta mengisi pasar kosmetika tersebut. Salah satu brand yang dipasarkan di Indonesia untuk segmen premium adalah Biotherm. Keunggulan yang ditawarkan Biotherm yaitu produk yang berkualitas tinggi dan inovatif ternyata belum mampu memberikan nilai penjualan dan market share yang memuaskan. Masalah tersebut dihadapi dengan implementasi CRM (Customer Relationship Management) yang bertujuan meningkatkan loyalitas pelanggan melalui langkahlangkah one to one marketing. Implementasi CRM terdiri dari empat fase utama yaitu perencanaan strategi, pembangunan infrastruktur TI, pengenalan pelanggan dan penyampaian penawaran kepada konsumen. Dalam fase pengenalan pelanggan, analisa RFM (recency, frequency and monetary) dilakukan untuk mengidentifikasi pelanggan yang memberi nilai terbaik bagi perusahaan. Hasil implementasi CRM dievaluasi dengan mengukur performance metrics berupa market share, ranking di departemen store dan pertumbuhan nilai penjualan.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Tan, Rio FajarNIM19020176UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHuliselan, Juana JudithNIDN0006065801UNSPECIFIED
Additional Information: KP 19-02 FAD i
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 21 May 2021 05:58
Last Modified: 05 Jan 2022 01:17
URI: http://repository.uph.edu/id/eprint/30875

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