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Target Market Selection Using MCDM Approach: A Study of Rolling Stock Manufacturer
SUKOROTO,Siswoyo HARYONO,Bedy KHARISMA 한국유통과학회 2020 유통과학연구 Vol.18 No.7
Purpose: This study examines the market segmentation and strategy of PT INKA, a rolling stock manufacturer in Indonesia. Research design, data and methodology: The study used the MCDM (Multiple Criteria Decision Making) method specifically the AHP (Analytical Hierarchy Process). The AHP method was applied to identify the target market. This method or approach considers the market attractiveness and competitive strength criteria with quantified parameters. Results: a) Australia, Kenya, Tanzania, New Zealand, and India emerge as the top five target markets; b) There is justification for rolling stock manufacturers to allocate their resources in winning the market share. Conclusion: The main challenge confronting the rolling stock manufacturer is limited resources to acquire a particular market share despite abundant opportunities in this sector. Despite the mastery of technology and long experience in the industry, selecting a target market with multiple criteria could be difficult for an emerging rolling stock manufacturer in South East Asia
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SUKOROTO, Heru Kurnianto TJAHJONO, Sri Handari WAHYUNINGSIH 한국유통과학회 2023 유통과학연구 Vol.21 No.5
Purpose: This study proposes a model for future research agendas on knowledge management activities as a source of increasing sustainable competitive advantage. Based on the literature, the role of knowledge management in sustainable competitive advantage does not necessarily have a significant effect but involves other variables. For this reason, future research proposals on the role of knowledge management on sustainable competitive advantage and other relevant variables need to be carried out. Research design, data, and methodology: This research uses a literature study. The model development stage is (1) relevant research studies, (2) identification of relevant theories and related variables, (3) developing and making a hypothesis (4) proposed model. Results: From the literature study, it was found that knowledge management plays a role in increasing managerial competence, market orientation, and innovation. Furthermore, managerial competence, market orientation, and innovation significantly affect sustainable competitive advantage. However, other studies have found a different relationship. Conclusions: This study proposes a research model on the role of knowledge management, managerial competence, market orientation, and innovation to improve sustainable competitive advantage. The study results can be used for further research based on the proposed model and as a reference for company owners and management to increase competitive advantage.
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