Application of Linear Programming in Optimizing Media Mix for Jollibee Food Corporations

摘要

This study can be applied to all different kinds of business as we all know that the business goal is to produce products that can yield sales and profit, and in order to stay in business, it needs to have a higher revenue than the business' expenses. The sales of the business have a connection between the customer's decision to support and buy the product. Advertisements can help in bringing the sales up since families are required to stay more at home, and so they are able to surf through social media, watch the TV, read Print materials more than before. The study focuses on the optimization of a product mix problem with regards to the budget restriction and maximizing the number of people who viewed the advertisement. The researcher aimed to maximize the profit of the Jollibee Food corporations by getting the maximum number of people exposed to advertisement using excel solver. The result shows the allocated budget per types of media to yield more people exposed to the advertisement. The budget, target exposure, and the mix of media are the constraints of this study.