Optimasi Saluran Distribusi untuk Mendukung Strategi Bisnis Susu Formula Bubuk di PT Nawa Agna

Abstract

PT Nawa Agna mengalami masalah penurunan penjualan produk susu formula bubuk yang disebabkan oleh kurang optimal saluran distribusi yang digunakan perusahaan. Saluran distribusi yang masih bersifat konvensional belum mampu menjangkau pasar individu secara luas dan efisien. Gap dalam penelitian terletak pada minimnya kajian yang mengintegrasikan evaluasi kendala, tujuan, pelaku distribusi, serta strategi digital melalui marketplace dalam satu kesatuan analisis. Tujuan penelitian untuk menganalisis saluran distribusi diperusahaan, mengoptimalkan saluran distribusi perusahaan dan menganalisis potensi keuntungan usaha melalui marketplace. Metode yang digunakan meliputi analisis SWOT, Analytical Hierarchy Process (AHP), dan Analisis finansial. Hasil penelitian menunjukkan bahwa perusahaan mempunyai dua saluran distribusi yaitu semi langsung dan tidak langsung. Hasil AHP menunjukan keterbatasan akses pasar (KAP) merupakan kendala utama dengan bobot 47%, tujuan prioritas adalah peningkatan jangkauan pasar (PJP) dengan bobot 37%. Alternatif pelaku distribusi yang paling efektif adalah produsen dengan bobot 54%. Perencanaan penjualan melalui marketplace Shopee menunjukan strategi ini layak secara ekonomis dengan R/C ratio sebesar 1,62.

PT Nawa Agna experienced a problem of declining sales of powdered formula milk products caused by the less than optimal distribution channels used by the company. Distribution channels that are still conventional have not been able to reach individual markets widely and efficiently. The gap in research lies in the lack of studies that integrate the evaluation of constraints, objectives, distribution actors, and digital strategies through the marketplace in one analysis unit. The purpose of the study was to analyze distribution channels in the company, optimize the company's distribution channels and analyze the potential for business profits through the marketplace. The methods used include SWOT analysis, Analytical Hierarchy Process (AHP), and Financial Analysis. The results of the study showed that the company has two distribution channels, namely semi-direct and indirect. The results of the AHP show that limited market access (KAP) is the main obstacle with a weight of 47%, the priority objective is to increase market reach (PJP) with a weight of 37%. The most effective alternative distribution actor is the producer with a weight of 54%. Sales planning through the Shopee marketplace shows that this strategy is economically feasible with an R/C ratio of 1.62.