Optimizing Market Growth Strategies in South Sulawesi: A Comprehensive Evaluation using Multi-Criteria Decision Making and the Analytic Hierarchy Process (AHP) - A Case Study of PT MCM

Abstract

This study uses the Analytic Hierarchy Process (AHP) method of Multi-Criteria Decision Making (MCDM) to improve market growth in South Sulawesi, concentrating on the instance of PT MCM especially on Makassar Distribution Centre. The objective is to identify potential market development strategies and assess their viability and efficacy in attaining PT MCM's growth objectives. Additionally, the study evaluates the potential hazards and difficulties associated with implementing each alternative strategy. The research methodology entails collecting pertinent data and conducting interviews with key stakeholders in order to identify the critical factors influencing South Sulawesi market development. Financial, market development, human resources, and operations are the four primary dimensions that categorize these factors. The AHP method is then used to determine the relative weights and priorities of each criterion and alternative strategy through a thorough evaluation. On the basis of the findings, three alternative strategies are identified: Full Third-Party Distributor, Stand Still, and Invest in Makassar Branch Development. PT MCM's optimal strategy is determined to be the development of the Makassar Branch through investment, as determined by the evaluation procedure. This business solution highlights the significance of investing in HR development and control, expanding the number of potential customers, and enhancing brand equity as key priorities for the Makassar Branch's success. Preventive measures and contingency plans are proposed to address prospective threats and challenges. Among these are optimizing operational processes, controlling accounts receivable, implementing recruitment strategies, supplying training and resources, and conducting internal audits.