Dampak Kebijakan Multi Dealer Perusahaan XAG di Indonesia Terhadap Penjualan, Citra dan Persaingan

Soeardi, Pandji (2008) Dampak Kebijakan Multi Dealer Perusahaan XAG di Indonesia Terhadap Penjualan, Citra dan Persaingan. Masters thesis, Universitas Terbuka.

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Abstract

A Research on a Distribution Policy of the XAG Company - a German Company with The Headquarters located in Germany operating within 110 Countries via Regional Offices. This company manufactures and sells Biotechnology Products and Mechatronics Products ( Balances or Scales and Metal Detectors ). The research is on the Balances or Scales Business that dominates the Sales Volume of the Mechatronics Division. This Company has decided to apply a Multi Dealer Policy applicable worldwide including Indonesia. The objective of this research is to find out what are the impacts of the policy to the sales, image, and competition with regard to XAG Company as the principal and the Distributor/Dealer. And that will be whether the impacts are advantageous or disadvantageous to the parties concerned. In terms of research method, this is a qualitative research which means that the sample or the object in this research is only one and that is the XAG Company itself. The data for the analysis have originated as secondary data from the activities of the Company with the Distributor/Dealer, from the observation, and from the interviews made with a focus group face to face with some individuals to find out more data with regard to the above policy. Multi dealer strategy is actually good to improve the performance of a company but it is found out that the policy has been to several extents a contra productive one and disadvantageous to both parties either the Principal – XAG Company and The Distributor/Dealer. The multi dealer policy applied since 2003 with 2 Distributors/Dealers cannot stop the consistent sales decrease and it is much less possible to increase it. On top of that, the image of XAG Company is harmed. The situation affects the competition that the competitors take advantage of it. Meanwhile the impacts to the Distributor/Dealer – PT G is that they suffer from sales decrease which has caused that the Sales Volume of XAG Company cannot be increased. The impacts to the cooperation between both parties has been ruining as the Distributor/Dealer – PT G has found that the policy has been unfair to them. And finally, the Distributor/Dealer – PT G is looking for New Principal for the similar products to market and sell within the territory

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