Performance Issues Along the Six Elements of Holcim Solusi Rumah\u27s Marketing Mix and Solution Recommedations

摘要

This study aims at identifying key issues in SR franchise business along the six elements of marketing mix: people, partner, place, product, promotion, and price, and then propose solution recommendations for the identified issues. Data is collected through a method of in-depth interviews with key SR stakeholders, internally and externally, namely end customers, SR personnels, and SR franchisees. Issues identified are mapped into a Problem Tree Analysis diagram to determine causal relations among the scattered issues that lead to a general core problem and their impacts. Solutions to the mapped issues are then formulated using an Objective Tree in order for recommended actions to be given.