ABSTRAK
Perubahan lingkungan eksternal dan persaingan bisnis yang semakin ketat antar pemain dalam industri Fast Moving Consumer Goods (FMCG) di Indonesia mengakibatkan berubahnya “rules of game” di industri ini, dan semakin menuntut para pemain yang berbisnis di sektor ini untuk melakukan inovasi bisnisnya kedepan. Tulisan ini dibuat sebagai bahan diskusi dan change of knowledge yang mengupas beberapa aspek, baik perubahan lingkungan eksternal dari yang sebelumnya berfokus kepada produk (4P) menjadi fokus kepada pelanggan (4C), maupun perubahan sistem distribusi yang kemudian berfokus kepada demand driven distribution system. Konsekuensi dari berubahnya lingkungan eksternal ini membawa perubahan kepada konsep manajemen perusahaan dari sebelumnya menggunakan product driven concept menjadi market driven organization; berubahnya pola hubungan bisnis antar pemain dalam satu mata rantai distribusi, dan berubahnya strategi bisnis sehingga hanya pemain yang mampu mengaplikasikan manajemen berbasis nilai yang mampu bertahan di bisnis ini.
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Public Speaker
Change Management, FMCG, Lean Distribution
Integration toward lean distribution in archipelago
Totok Sugiharto , Contributor, Jakarta | Wed, 07/23/2008 10:53 AM | Management
The rule of competition in the fast-moving consumer goods industry will experience major changes. Innovations in the industry have brought some changes to the structure of the industry and the strategies adopted by players. One of them is the integration strategy that is aimed at anticipating external changes.
To become a successful player in this environment, a company should be able to answer (1) what preparations to make to anticipate external changes (2) what is the most effective strategy and how to effectively communicate and deploy it, and (3) what is the best way to align the business processes and create value for it.
To develop a strong position in the market, the most important things to understand are the needs and behavior of customers. Channel management is one of the powerful tools to identify the most profitable segment and to develop an efficient supply line to satisfy consumers’ needs. Market analysis and overview; geography, demography and channel are factors that affect the behavior of customers. Today, these factors are often used to classify potential customers. The modern channel has become more demanding, particularly in terms of business and impact on manufacturers’ and distributors’ profitability.
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Article - Newspaper
FMCG, Management