Value Chain Analysis on the Logistics Management as the Basis for Strategy Formulation to Increase Customer Satisfaction (Case Study in PT.Coca-Cola Amatil Indonesia - Plant East Java)

Dian Setyawati(1), Imam Santoso(2), Mas’ud Effendi(3*)

(1) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya, Indonesia
(2) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya, Indonesia
(3) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya, Indonesia
(*) Corresponding Author


PT. Coca-Cola Amatil Indonesia (PT. CCAI) - Plant East Java as a carbonated soft drinks manufacturer is experiencing a mismatch between planning and realization of product shipments shown by fullfilment and delivery mismatch among the company target at difotai (delivery infull ontime accurately invoice). This thing was d ue to an incompatibility among logistics management activities, so it is necessary to do value chain analysis to find out which activity is the cause of nonconformities in order to do strategy formulation improvement to enhance customer satisfaction. The purpose of this study was to determine the advantages and disadvantages of logistics management in PT.CCAI - Plant East Java and make it as one of the basis for strategy formulation to improve customer satisfaction with value chain analysis approach. This research used descriptive analytical method. The data was obtained by distributing questionnaires to the Warehouse and Transportation in PT. CCAI - Plant East Java and analysed using fuzzy AHP method. The results showed that the overall weight of the main activities in a row from the top was the activity of supply management, information flow and order processing, demand planning and operations, and transportation. Some things on the transportation activities that needed to be improved as the basis for the strategy formulation, among others, operational procedure, the carrying capacity of the facility, as well as the socialization and communication of problems and changes handling.


Logistics management; Strategy formulation; Value chain analysis

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