Analisis pangsa Pasar Dengan Pendekatan Customer Relationship Management Di Rovell Digital Printing

Rovell Digital Printing merupakan perusahaan yang bergerak di bidang digital printing. Didirikan sejak tahun 2005 yang beralamat di Kopo Mas Regency Blok K-58 Kel. Margasuka Kec. Babakan Ciparay Kota Bandung. Rovell Digital Printing melayani print photo, kartu nama, sepanduk, laser, uv platbed printing, indoor digital printing, outdoor digital printing, cutting sticker, dll. Berdasarkan hasil wawancara dengan Andre sebagai Bag.Marketing di Rovell Digital Printing. Bag.Marketing ingin membuka cabang baru untuk memperluas usaha yang dikelolanya. Pembukaan cabang baru di Rovell Digital Printing akan berdampak baik pada perusahaan karena dilihat dari banyaknya pesanan di Rovell Digital Printing, sehingga Bag.Marketing ingin membuka cabang baru khususnya di Kota/Kab Provinsi Jawa Barat. Namun Bag.Marketing kesulitan dalam menentukan daerah yang memiliki pangsa pasar tinggi dan berpotensi untuk dibukanya cabang baru. Apabila Bag.Marketing salah menentukan daerah, maka akan berdampak langsung terhadap perusahaan baik secara jumlah konsumen maupun terhadap keberhasilan dan kegagalan usaha Rovell Digital Printing dimasa yang akan datang. Berdasarkan permasalahan yang terjadi, maka dibutuhkan suatu Sistem Informasi dengan melakukan pendekatan Customer Relationship Management. Tujuannya adalah membantu Bag.Marketing dalam menentukan daerah mana yang memiliki pangsa pasar yang tinggi dan berpotensi untuk membuka cabang baru berdasarkan analisis pangsa pasar. Segmentasi pasar Geografis merupakan metode yang digunakan untuk menentukan daerah yang memiliki potensi pangsa pasar tinggi yang akan diterapkan didalam sistem informasi customer relationship management yang akan dibangun. Berdasarkan hasil pengujian black box dan pengujian beta penelitian ini dapat disimpulkan bahwa sistem ini sudah membantu perusahaan dalam menentukan pangsa pasar tiap daerah untuk pembukaan cabang baru.

Rovell Digital Printing is a company engaged in digital printing. Established since 2005 address at Kopo Mas Regency Blok K-58 Margasuka, Babakan Ciparay District, Bandung. Rovell Digital Printing serve photo printing, business card printing, banner printing, laser printing, uv platbed printing, indoor digital printing, outdoor digital printing, cutting sticker, etc. Based on the interview with Andre as Marketing in Rovell Digital Printing. Rovel�s Marketing want to open a new branch to expand its business. The opening of new branches in Rovell Digital Printing will impact on the company as seen from the number of orders in Rovell Digital Printing, so Rovel�s Marketing want to open new branches, especially in the city / county of West Java Province. However, Rovel�s Marketing have trouble in determining areas that have high market share and has the potential for opening new branches. If Rovel�s Marketing are wrong on determining the areas of marketing, it will have a direct impact on the company both in the number of consumers as well as to the success and failure of its business in the future. Based on the issues that occurred, it needed an Information System with Customer Relationship Management approach. The goal is to help Rovel�s Marketing in determining which areas have a high market share and has the potential to open new branches by market share analysis. Geographical market segmentation is the method used to determine areas that have potential for high market share that will be implemented in information system with the customer relationship management approach to be built. Based on the results of black box testing and beta testing of this research can be concluded that this system has helped the company in determining the market share of each region for the opening of new branches.