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Reduction of Wood Consumption: The Marketing Strategy of The Slipsheet System for International Customers

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Over the years, awareness on environmental conservation and eco-friendly concepts has been intensified in the paper industry. The logistics sector will be the special area in this study. Study focus will be on reducing wooden pallets usage by replacing the wooden pallets with slipsheets. This study aims to analyze and to obtain possibilities to improve the marketing strategy of the starting slipsheet project in PT. X. This study took process-based approach methodology, which covers issue identification, internal and external data collection, mapping the as-is process, issue discussion and issue analysis, identification of improvement opportunities, followed by cost and benefit analysis and implementation plan framework. Unguided marketing strategy, uneven awareness level, unstructured promotion campaign and sporadic follow-ups, are some indicators of the ineffectiveness and inefficiency in the current process; which result in low implementation performance. The impact of this low implementation performance is the diminishing opportunities to contribute to the environment and to perform above and beyond the global competitors in the industry. The objective of replacing wooden pallet with slipsheet is to reduce wood consumption for wooden pallets. This objective can be reached through development of clear project structure and resources capabilities, guidelines and campaign materials, processes streamlining, use of world-class benchmark, change management, and implementation of the right performance measurement system. When the objectives are achieved, PT. X. can gain both financial benefits from wooden pallets independency as well as gaining the intangible precious green company image. The main cost would be the special equipment investment necessary for the slipsheet system implementation. Using NPV rule method and saving sharing scenario, the result of cost and benefit analysis shows that the proposed improvement will be in favor of the benefit side.

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Availability

M00136

(wh)

Available

Detail Information

Series Title

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Call Number

136

Publisher

: Swiss German University., 2008

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Language

English

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Subject(s)

MBA

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