This project was assigned by PT. Sepatu Bata, Tbk. was that to find a new strategy for Bata's retail sales management which improves IRDs performance, increase total sales, and maximize contribution margin. Currently Bata provide a certain percentage to the Independent Retail Dealer (IRD) 8Ild some of IRD earns far above than the average store manager with approximately net income by lOR 16 Miol month. Meanwhile, some of IRD earns less than minimum wages.

The study will be focused on:

* Retail Sales Management

* Market Survey Analysis

* Store Analysis

* Performance Appraisal



We provide the New Formula on how to calculating the budget! estimate sales for each store based on the following recommendation,

* Bata should include potential market and financial aspect to balance the targeted performance (eg: put 8% as potential weight and 92% as RONA)

* For those stores which carry lower RONA & low market potential, we recommend to close down the stores

* If there is any high disparity income between before and after new formula, then we recommend to re-iocate the IRD to another store.

The project also provides the implementation for the IRD which involves Human Resources Management as well as Marketing Communication Management on how to conduct and socialize the changes for Retail Stores People.

In summary, the objective is to satisfy the stakeholder which consists of Shareholder, Customer and Employee.





Research Location : PT Sepatu Bata, Tbk.

Supervisor : Alex Iskandar Munaf, MBA

Date Accepted : 03/11/2007



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