I.

Introduction
A. Definition of Product Management
Product management is the process of overseeing the development and life cycle of a product,
from conception to removal from the market. It involves defining the product vision and strategy,
conducting market research and analysis, working with cross-functional teams, and continuously
refining the product based on customer feedback and market trends.
Product is the first and most important element in marketing. Product strategy requires
coordinated decisions regarding product mix, product lines, types of products and services.
Every product that is thrown into the market can be observed at three levels; The core of the
product is the intrinsic benefit that the buyer is actually buying. Product form is the
characteristics, style, quality, brand and packaging that make up a product. While the perfected
product is a combination of product form with various accompanying services, such as
guarantees for free installation, maintenance and delivery.
In classifying products several kinds of schemes can be put forward. For example, products can
be grouped according to their durability (durable goods, non-durable goods and services).
Consumer goods are usually classified based on consumer buying habits (convenience needs,
groceries, specialty goods and unsought goods). Meanwhile industrial goods are generally
grouped in terms of their role in the production process (materials and spare parts, capital goods,
supplies and services).
In the business world, most companies deal with more than one type of product and the product
mix has its own width, length, depth and consistency. The four dimensions of the product mix
are tools for developing the product strategy of the company. The various lines that make up the
product mix need to be reviewed periodically for greater growth and profit opportunities. A
better product line should have more support facilities; Weak lines can be reduced or even
discontinued from circulation, and now it is better to introduce them so that the profit gap can be
closed.
Each product line consists of several types of products. A product line manager should study the
sales and profit contribution of each product line to the entire product line. Apart from that, you
also have to know how each product eye is placed in the face of a competitor's product eye. All
of these provide the necessary information in the decision-making process regarding product
lines. The problem of spanning a product line will involve the decision whether a particular line
will be extended downwards, upwards or in both directions. The product line filling problem
involves the decision about whether a particular product line should be added to the current
product line scale.
Meanwhile, modernization of product lines will answer questions about whether a particular line
needs a new pattern and whether the new pattern will be completed partly or entirely at once.
Decisions about other product features will answer the question of which product line to feature
in order to promote the entire line. Meanwhile, the decision to reduce the product line will
involve the problem of how to identify and attract weak products from circulation.
B. Importance of Product Management
Product management plays a crucial role in bringing successful products to market. By focusing
on the needs of the customer and the market, product managers ensure that products meet the
needs of customers and drive business success. Effective product management also involves
collaboration with cross-functional teams and continuous refinement of the product, which helps
to ensure that the product remains relevant and in demand.
Each company should develop its own brand policies for the eyes of the product in the hope line.
They must make decisions about whether the product should be branded; whether it is factory
brand or own brand, how high quality should be applied to the brand; each product is given a
brand name separately or together; whether there is a need for brand extension in new products,
whether several competing brands should be removed; and whether there is a need for re-
branding.
Physical or tangible products require packaging to create certain benefits such as protection,
convenience, economic benefits and promotion. Marketers should develop a packaging concept
and then test it in terms of function and psychology, so that the goals to be achieved are
achieved, and in accordance with government policies or regulations. Besides that, physical
products also need labels for the purposes of identification, level determination, explanatory
descriptions and promotions.
Any company must devise and develop the customer service that its customers really want.
These services must also be effective in winning the competition. So here several decisions must
be made, such as decisions about the main types of services to be offered, how complete each
service will be presented, as well as the form of each of these services. This service mix can be
coordinated by departments or sections within the company that specifically handle all
complaints and adjustments, credit issues, maintenance, technical assistance and information for
consumers.
Several developed countries, especially the United States, are moving rapidly towards a service
economy structure, so every marketer must know more about service marketing management.
What is meant by services are activities or benefits offered, and which are truly intangible
physically, and do not result in the ownership of something. In essence, services have intangible,
inseparable, changeable and perishable characteristics. In terms of the application and use of
marketing concepts, research has shown that the service industry is lagging far behind the
manufacturing industry, despite the recent increase in attention and interest.
C. Overview of the Essay
This essay will provide a comprehensive overview of product management, including its
definition, importance, and key components. The essay will also explore the role of product
managers, the skills and competencies required for effective product management, and the
challenges that product managers face. The essay will conclude with a discussion of the future of
product management and the trends that are shaping the industry.
So from the facts above, it is important for a product to be prepared to be marketed to the public,
where the role of a team manager who manages marketing strategy is needed. So then the writer
is interested in conducting related research in the field of marketing. Marketing strategy refers to
a plan that describes the company's expectations about the effect of various marketing activities
or programs on product demand in certain target markets. Companies may use simultaneously
two or more marketing strategies of advertising, product promotion, personal selling, customer
service and product development, giving different effects. To carry out a comprehensive effort,
they need a mechanism where marketing programs can be well coordinated and well integrated
into a synergistic plan. This mechanism is known as a marketing strategy. In general, the best
marketing opportunities are obtained by expanding primary demand, while the best growth
opportunities are obtained by expanding selective demand
D. The Four Major Phases of the Product Lifecycle

Introduction / Stage Introduction

Stage first most important after create A product is stage introduction . Stage This often known
with term product launching , its function For announce And introduce product new to society .
However not rarely , activity This need very budget big .

In matter This sales that took place Still very low , because the market Still narrow . But along
walk time enhancement sale will happened . For Keep going push sales , the company Also need
do study And development product , experiment product to consumers , as well required
marketing moment launching . Suite activity beginning the need costs that are not little , the
goal For penetrate competition growing market solid .

When the company capable penetrate competition market , opportunity the company For defeat
competitors become open . By Because that , stage introduction become important from product
life cycle .

2. Stage Growth

On stage growth , a product means has experience enhancement enough sales significant And
the company have too earn profits. Because , the profit is results from determination scale
economy production , profit margin , and so on , so the total profit the more increase .

If condition the happened , then the company get more sources of funds Lots For do marketing ,
use increase sale in period long time . Besides it , too For optimizing production product on stage
growth . So stage growth become important from product life cycle .

3. Stage Maturity

Stage maturity is the stage where the makers product or producer will face challenge For guard
stability share market , which has develop with all efforts made before .

period like This is the time at which the product the company must compete strict with other
products . So from that 's important for the company invest profit For cost marketing. The
company Also must Keep going think For do innovation For do repair product on activity
production next . So that become important for the company For know stage third in product life
cycle .
4. Stage Decline

Stage final from product lifecycle called with stage decline . In stage this , product experience
caused shrinkage by starting market saturated . In other words, the target market the company
has do purchase your product sell . Besides that , can Also consumer more choose switch For
buy type other products .

Although stage decline product This difficult avoided by business people , including the
company, however No mean this time become end from everything. The company Still own
opportunity For get profit with try method friendly production  budget And promote product with
more price low from before .

Stages product lifecycle the is part from strategy production for you Can get profit in short time .
Besides it , the company Also Keep going increase amount interested consumers buy product of
the company .

If You has succeed push consumer For do transaction , then furthermore You must make an
effort convenience the transaction to be they do . You need think about system possible
transactions direct done through website . This intended for candidates buyer the company can
direct pay the order moment That also . For accommodate reception payment through various
method , the company need use payment gateway services such as Xendit .

Accept payment in accordance with preference customer can increase sale for business the
company. With Xendit , the company can accept payment through e-wallets, virtual accounts
(bank transfers), cards credit /debut, retail outlets and instalment without card credit . List Now
without imposed cost arrangement And care , only pay in accordance usage .

II.Product Vision and Strategy

A. Defining the Product Vision
The first step in product management is to define the product vision and create a clear
understanding of what the product should achieve and who the target customer is. This
involves conducting market research to understand the customer and the market and using
this information to define the product vision. The product vision should be a clear and
compelling statement that articulates the purpose and value of the product.

B. Conducting Market Research

Market research is a critical component of product management and helps product managers
to understand the target customer, the market, and the competition. Market research can
include surveys, focus groups, customer interviews, and competitor analysis. This
information is used to inform the product vision and strategy, and to ensure that the product
is relevant and in demand. Product is the first and most important element in marketing.
Product strategy requires coordinated decisions regarding product mix, product lines, types
of products and services.Every product that is thrown into the market can be observed at
three levels; The core of the product is the intrinsic benefit that the buyer is actually buying.
Product form is the characteristics, style, quality, brand and packaging that make up a
product. While the perfected product is a combination of product form with various
accompanying services, such as guarantees for free installation, maintenance and delivery.
Menurut David (2011:36), sebuah visi di jelaskan secara singkat mengenai gambaran sistem
yang di tujunya, dikarenakan perubahan ilmu serta situasi yang tidak dapat diprediksi selama
masa yang panjang tersebut, visi adalah proses awal didalam pengembangan sebuah misi
organisasi dengan kata lain visi adalah suatu harapan yang ingin dicapai suatu organisasi
atau perusahaan kedepannya.
The benefit of sales promotions is that they drive choice. However, these benefits can be
offset by impairing preference for the brand when it is no longer being promoted. Despite
the fact that sales promotion has long been used in marketing practice and researched
academically, a clear understanding of the impact of sales promotion on post-promotion
brand preferences continues to elude brand managers and marketing scholars. This paper
seeks to provide insight into the effect of sales promotion on brand preference by integrating
the results of 51 studies on the subject. Our meta-analysis shows that, on average, sales
promotions do not influence post-promotion brand preference. However, depending on the
characteristics of the sales promotion and the product being promoted, promotion may
increase or decrease preference for a brand. The empirical results provide insights for
devising promotion strategies and for understanding the process by which promotions affect
brand preference
Promotion can increase post-promotion preferences through purchase reinforcement
(Blattberg and Neslin 1989; Pauwels et al. 2002). For existing brand users, reinforcement
promotions occur by reminding existing customers to buy the brand thereby strengthening
their preference for it. For non-users, promotions can encourage trials thereby increasing
attitudes and the likelihood of repurchasing. The case that sales promotion will decrease
brand preference post-promotion has been summarized from a behavioral perspective as an
effect of promotional use (Blattberg and Neslin 1989). Consumers may make negative
attributions about brands when they seek explanations for why the brand needs to be
promoted. Promotional use effects can also arise by shaping consumer behavior toward
purchasing the product being promoted (Rothschild 1987). Given the wide availability of
promotions, this will likely result in the selection of a competing brand being promoted
when the previously selected brand cancels its promotion. Econometric studies of
promotions show that they can also damage brand preference by lowering consumers' price
expectations. The literature suggests that consumers evaluate prices relative to their
expectations (Lattin and Bucklin 1989; PapatlaandKrishnamurthi 1996). Apricethatishigher
than expected reduces the likelihood that a brand will be selected. Price expectations, in turn,
appear to be a function of priorly observed prices (eg, Rajendramand Tellis 1994). Thus, by
lowering the consumer's observed price for a product, price promotion can lower price
expectations and, in turn, future brand choice.

B.1 Introduction to Ideas and User Needs

 In classifying products several kinds of schemes can be put forward. For example,
products can be grouped according to their durability (durable goods, non-durable goods
and services). Consumer goods are usually classified based on consumer buying habits
(convenience needs, groceries, specialty goods and unsought goods). Meanwhile
industrial goods are generally grouped in terms of their role in the production process
(materials and spare parts, capital goods, supplies and services).
In the business world, most companies deal with more than one type of product
and the product mix has its own width, length, depth and consistency. The four
dimensions of the product mix are tools for developing the product strategy of the
company. The various lines that make up the product mix need to be reviewed
periodically for greater growth and profit opportunities. A better product line should have
more support facilities; Weak lines can be reduced or even discontinued from circulation,
and now it is better to introduce them so that the profit gap can be closed.
B.2 Getting to the Real User Needs
Mempelajari prilaku konsumen adalah untuk memungkinkan para pemasar
meramalkan bagaimana para konsumen akan bereaksi terhadap berbagai pesan yang
disampaikan produsen dan untuk memahami cara mereka mengambil keputusan
pembelian. Informasi yang berkaitan dengan Prilaku Konsumen sangat penting, karena:
tekanan persaingan yang semakin tinggi, pasar yang selalu mengalami perubahan,
kebutuhan dan keinginan konsumen yang cepat berubah dan semakin spesifik. Apabila
produsen ingin memberikan terbaik pada pelanggannya, maka produsen harus memiliki
informasi yang lengkap mengenai konsumen termasuk segala tindak-tanduk dan prilaku
para konsumennya. Informasi tersebut dapat digunakan untuk menetapkan strategi
produk, strategi pemasaran, strategi produksi, strategi keuangan perusahaan dan hal-hal
yang berkaitan dengan tujuan perusahaan.Informasi yang dibutuhkan produsen, bisa
diperoleh dengan Riset Prilaku Konsumen yang juga merupakan bagian dari riset
pemasaran. Riset pemasaran adalah pengembangan, interpretasi dan komunikasi
informasi yang berorientasi pada keputusan untuk digunakan dalam proses pemasaran
strategis. Ada dua metodologi yang bisa digunakan yaitu:
a. Riset kuantitatif, menggunakan eksperimen, teknik survei dan observasi. Hasilnya
bersifat deskriptif, empiris dan jika diambil secara acak dapat digeneralisasikan ke
populasi yang lebih besar.
b. Riset kualitatif, menggunakan wawancara mendalam, kelompok terfokus, dan
teknik proyeksi. Hasilnya cenderung agak subyektif, jumlah sample sedikit
sehingga temuantemuannya tidak dapat digeneralisasikan pada populasi yang lebih
luas. Teknik ini digunakan untuk peluncuran promosi baru. Para pemasar
menggabungkan riset kuantitatif dan kualitatif untuk membantu keputusan
pemasaran strategis. Terdapat beberapa cara mengukur prilaku konsumen:
1) Pernyataan sendiri (self-report), yaitu suatu cara dimana orang-orang yang
ditanyai secara langsung tentang kepercayaan atau perasaan terhadap suatu
2) Pengamatan prilaku (observation of overt behavior). Prilaku yang dimaksud
adalah tindakan-tindakan yang dapat diamati
 3) Teknik tidak langsung (indirect techniques). Metode ini tidak menanyakan
prilaku secara langsung, yang ditanya adalah ha-hal lain, namun dari data yang
diperoleh, peneliti dapat menyimpulkan prilaku konsumen tersebut. Komponen
prilaku yang bisa ditelususri adalah sikap, persepsi, preferensi, brand image,
loyalitas, kepuasan, keterlibatan dan tipe prilaku konsumen. Metode yang
digunakan : multiatribut, uji asosiasi,uji melengkapi kalimat, uji bercerita.
4) Performance of objective task Metode ini didasari oleh anggapan bahwa
seseorang akan mengingat fakta-fakta yang mendukung sikapnya terhadap suatu
obyek. 5. Reaksi psikologis. Memerlukan peralatan laboratorium untuk
mengukur kondisi psikologis seseorang melalui tekanan saraf, denyut jantung,
gelombang listrik tubuh
B.3 Users vs. Customers
Menurut Tjiptono (2008: 41) peranan konsumen terdiri atas hal-hal sebagai
berikut :
a. User, adalah orang yang benar-benar (secara aktual) mengkonsumsi atau menggunakan
produk atau mendapatkan manfaat dari produk atau jasa yang dibeli.
b. Payer, adalah orang yang mendanai atau membiayai pembelian.
c. Buyer, adalah orang yang berpartisipasi dalam pengadaan produk dari pasar.
Masing-masing peranan di atas bias dilakukan oleh satu orang, bisa pula oleh individu yang
berbeda. Jadi sesorang bisa menjadi user, sekaligus payer, dan buyer. Selain itu, bisa juga
individu A menjadi payer, B menjadi user, dan C menjadi buyer. Itu semua tergantung
kepada konteks atau situasi pembelian.
B.4 Market Research - Sizing the Market
Each product line consists of several types of products. A product line manager
should study the sales and profit contribution of each product line to the entire product
line. Apart from that, you also have to know how each product eye is placed in the face
of a competitor's product eye. All of these provide the necessary information in the
decision-making process regarding product lines. The problem of spanning a product
line will involve the decision whether a particular line will be extended downwards,
upwards or in both directions. The product line filling problem involves the decision
about whether a particular product line should be added to the current product line
scale.
Meanwhile, modernization of product lines will answer questions about whether a
particular line needs a new pattern and whether the new pattern will be completed
partly or entirely at once. Decisions about other product features will answer the
question of which product line to feature in order to promote the entire line.
Meanwhile, the decision to reduce the product line will involve the problem of how to
identify and attract weak products from circulation.
Each company should develop its own brand policies for the eyes of the product in the
hope line. They must make decisions about whether the product should be branded;
 whether it is factory brand or own brand, how high quality should be applied to the
brand; each product is given a brand name separately or together; whether there is a
need for brand extension in new products, whether several competing brands should be
removed; and whether there is a need for re-branding. Physical or tangible products
require packaging to create certain benefits such as protection, convenience, economic
benefits and promotion. Marketers should develop a packaging concept and then test it
in terms of function and psychology, so that the goals to be achieved are achieved, and
in accordance with government policies or regulations. Besides that, physical products
also need labels for the purposes of identification, level determination, explanatory
descriptions and promotions.
Any company must devise and develop the customer service that its customers really
want. These services must also be effective in winning the competition. So here several
decisions must be made, such as decisions about the main types of services to be
offered, how complete each service will be presented, as well as the form of each of
these services. This service mix can be coordinated by departments or sections within
the company that specifically handle all complaints and adjustments, credit issues,
maintenance, technical assistance and information for consumers.
Several developed countries, especially the United States, are moving rapidly towards a
service economy structure, so every marketer must know more about service marketing
management. What is meant by services are activities or benefits offered, and which are
truly intangible physically, and do not result in the ownership of something. In essence,
services have intangible, inseparable, changeable and perishable characteristics. In
terms of the application and use of marketing concepts, research has shown that the
service industry is lagging far behind the manufacturing industry, despite the recent
increase in attention and interest.
Product is the most basic marketing mix. Products are not only physical objects but are
a set of benefits or values that can satisfy customer needs, both functionally and
psychologically and socially. Products include quality, features, design, style, variety,
shape, brand, packaging, size, service, guarantee and return. Marketing can be built
from the advantages of these product elements.
B.5 Competitors (Direct Indirect Potential Competitors and Their Impact, The Five Criteria
for Understanding Competitors)
Persaingan berasal dari kata dasar “saing” yang berarti berlomba atau
(mengatasi, dahulu mendahului), dengan kata lain yakni usaha untuk memperhatikan
keunggulan masing-masing yang di lakukan perseorangan atau badan hukum dalam
bidang perdagangan, produksi, dan pertahanan. Persaingan adalah proses sosial yang
melibatkan individu atau kelompok yang saling berlomba dan berbuat sesuatu untuk
mencapai kemenangan tertentu. Pesaing merupakan perusahaan yang menghasilkan
atau menjual barang atau jasa yang sama atau mirip dengan produk yang di tawarkan.
Kualitas manusia akan meningkat akibat adanya persaingan yang sehat. Manusia
pesaing adalah orang-orang yang secara sadar berlatih dan bekerja keras untuk bersaing
dan memenangkan persaingan itu. Suatu perusahaan jarang sekali hanya berdiri sendiri
dalam menjual ke suatu pasar pelanggan tertentu. Perusahaan bersaing dengan sejumlah
pesaing. Pesaing-pesaing ini harus diidentifikasi, dimonitori dan disiasati untuk
memperoleh dan mempertahankan loyalitas pelanggan. Agar produk/jasa dapat
bertahan pada keunggulan bersaing sampai pada beberapa periode atau waktu, mau
tidak mau kita harus berupaya bagaimana agar segmentasi, target, dan posisi dan
mengenali dengan baik melalui analisis SWOT guna mengetahui secara pasti apakah
benar bahwa memperpanjang keunggulan bersaing terutama terhadap produk/jasa yang
menjadi kompetitor atau pesaing terdekat. Hal yang harus dilakukan oleh seorang
pengusaha adalah bagaimana menyusun strategi untuk mengembalikan atau
memperpanjang keunggulannya apabila suatu produk/jasa mengalami penurunan.
Kompetitor adalah individu, bisnis, tim, atau organisasi yang bersaing
denganmu atau perusahaanmu. Jika seseorang berupaya mengalahkanmu dalam sebuah
perlombaan, orang itu adalah rivalmu. Pesaing umum digunakan dalam berbagai sektor.
Istilah ini digunakan dalam olahraga, politik, musik, sastra, akting, dan sebagainya. Ada
banyak perusahaan yang menawarkan berbagai produk dan jasa kepada pelanggan.
Namun, bukan berarti semua perusahaan tersebut adalah competitor. Kompetitor dibagi
dua jenis, yaitu:
1. Kompetitor tidak langsung atau indirect competitor bertujuan untuk
menyediakan produk atau layanan kepada pelanggan yang sama dengan
menggunakan pendekatan mereka sendiri terhadap kebutuhan pelanggan. 
2. Umumnya, setiap usaha memiliki kompetitor langsung.Kompetitor langsung
adalah bisnis dengan produknya sama persis, baik dari bentuk, fungsi, dan
manfaatnya, dengan produk yang Anda hasilkan atau tawarkan.

Dalam dunia bisnis, kita menyebut sebuah perusahaan sebagai pesaing ketika
mereka menawarkan hal yang sama dengan perusahaan kita. Perusahaan tersebut
memiliki ukuran yang sama dan membuat produk serupa. Jika produk suatu perusahaan
bisa menjadi barang subtitusi bagi produkmu di pasaran, berarti ia adalah rival bisnis.
Contoh merek dagang yang paling terkenal akan kompetisinya, yaitu Coca-Cola dan
Pepsi. Kedua raksasa produsen minuman bersoda tersebut menjadi pesaing berat satu
sama lain. Produknya identik dan bisa menyubstitusi satu sama lain. Pesaing tidak
hanya membuat produk yang sama persis, tetapi menjual produk tersebut dengan harga
yang sama pula. Hingga akhirnya pemasaran menjadi faktor penentu untuk
memengaruhi keputusan pembeli.Pesaing merupakan bagian penting dalam
perekonomian, terutama dalam pasar bebas. Kehadiran mereka dalam suatu industri
membuat harga barang dan jasa menjadi turun yang sangat menguntungkan dari sisi
pelanggan karena bisa memenuhi kebutuhan dengan lebih murah. 5 cara dalam
menghadapi competitor:
a. Amati Pasar Dan Kenali Pesaing Anda
Dalam menghadapi KOMPETITOR, terlebih dulu lihatlah potensi pasar yang ada.
Cari tau siapa pesaing yang kompeten saat ini, sehingga Anda tidak salah langkah
 dalam menentukan strategi.  Dengan mengetahui siapa pesaing Anda, secara tidak
langsung menentukan bagaimana cara menghadapinya. Perubahan minat dan
kebutuhan para konsumen, tentunya menjadi salah satu faktor penting yang perlu
Anda perhatikan.
b. Ciptakan Produk Yang Berbeda
Inovasi sangat penting. Dengan menciptakan produk yang unik dan belum ada
dipasaran, maka produk Anda memiliki nilai lebih dimata konsumen. Produk
yang unik dan berbeda, memiliki ciri khas tertentu dan daya tarik tersendiri bagi
para konsumen. Sehingga mereka lebih mengenali produk Anda, dan memilih
produk tersebut dibandingkan produk lainnya yang ada dipasaran.
c. Tonjolkan Keunggulan Produk
Dengan cara mempertahankan kualitas produk atau pelayanan prima selama ini
maka  Anda dapat menawarkan produk kepada konsumen, sehingga loyalitas
konsumen terhadap produk Anda, akan semakin meningkat.
d. Pelajari Kelebihan Dan Kelemahan Pesaing
Dengan mengetahui  ilustrasi menghadapi persaingan pasar kelebihan apa yang
dimiliki pesaing Anda, dan memanfaatkan kelemahan pesaing sebagai peluang
untuk memenangkan persaingan pasar. Ciptakan produk yang tidak diciptakan
pesaing Anda, atau berikan pelayanan yang tidak disediakan oleh pesaing Anda.
Sebab dengan menawarkan apa yang tidak dimiliki pesaing, maka peluang Anda
untuk memenangkan pasar semakin terbuka.
e. Berani Ambil Resiko
Untuk menarik minat konsumen, banyak pelaku usaha yang mengambil
tantangan besar untuk meningkatkan daya saing bisnisnya. Strategi ini bisa
dijalankan para konsumen dengan menawarkan inovasi-inovasi baru yang belum
pernah ditemui para konsumen. Misalnya saja seperti memproduksi barang atau
jasa unik yang belum ada di pasaran, atau bisa juga mengadakan event promosi
besar-besaran yang melibatkan para konsumen

C. Creating the Product Roadmap

The product roadmap is a high-level view of the product strategy and outlines the steps that
will be taken to bring the product to market. The roadmap should include key milestones,
timelines, and budgets, and should be regularly updated to reflect changes in the market,
customer needs, and product development. The roadmap is a valuable tool for
communicating the product strategy to stakeholders and ensuring that everyone is aligned
and working towards the same goals.
Product is the most basic marketing mix. Products are not only physical objects
but are a set of benefits or values that can satisfy customer needs, both functionally and
psychologically and socially. Products include quality, features, design, style, variety, shape,
brand, packaging, size, service, guarantee and return. Marketing can be built from the advantages
of these product elements.
Quality
Quality is defined by the customer. Quality is how well a product meets the specific needs of the
customer. Quality includes performance quality, suitability quality, durability and reliability.
Performance quality refers to the level at which the product's characteristics operate.
Conformance quality is the degree to which all units produced are identical and meet the
promised target specifications.
Durability is a measure of the expected operating life of a product under normal and/or heavy
conditions. While reliability is a measure of a product that will not be damaged or fail within a
certain period of time.
Privileges (Features)
Features are characteristics that complement the basic function of the product. Being the first to
introduce a new feature is a very effective way to compete.
Design
Design is the totality of features that affect the way a product looks and functions in terms of
customer needs.
Style
Style describes the look and feel it has for the customer. Honda Revo uses style to display its ads
Packaging
Physical or tangible products require packaging to create certain benefits such as protection,
convenience, economic benefits and promotion. Marketers should develop a packaging concept
and then test it in terms of function and psychology, in order to achieve the goals to be achieved,
and in accordance with government policies or regulations. Packaging must attract attention,
because the packaging describes the brand image.
Packaging must be able to provide information on product structure, benefits, and additional
information, thereby encouraging consumers to try to buy, encourage repurchasing and provide
ways to use the product. The formation of good packaging must have four features. To evaluate
the four features of packaging, the VIEW (Visibility, Information, Emotional appeal,
Workability) model can be used:
a. Visibility is related to the ability to attract attention, for example bright colors, sizes,
new graphics and shapes
b. Information (Information) relates to product utilization instructions, various
advantages, slogans, as well as additional information written on the packaging.
c. Packaging must also have emotional appeal (elegant, prestigious, cheerful, funny,
nostalgic, attractive and so on).
d. Besides that, physical products also need a label for the purposes of identification,
determination of levels, descriptions and promotions. In general, each law stipulates
regulations so that manufacturers include certain information on the label about the
product for clarity and consumer protection.
Service
Any company must devise and develop services to customers that their customers really want.
These services must also be effective in winning the competition. So here several decisions must
be made, such as decisions about the main types of services to be offered, how complete each
service will be presented, as well as the form of each of these services.
The key to success in competition often lies in adding services that add value and improve
quality. The main service differentiators are ease of ordering, delivery, installation, customer
training, complaints and adjustments, credit issues, maintenance, technical assistance and
customer information.
This is also supported by a survey from US News and World Report, that customers move from
one company to another, 69% of which are due to not being served properly by their employees.
Products that are not suitable only place the second order, which is 12% and the price is only
10% and the location is only 9%.
Service Management Strategy
The service sector around the world is undergoing revolutionary changes. Financial services,
aviation services, telecommunications services and information technology services are expected
to grow rapidly in Indonesia. The most rapid developments are telecommunications services and
information technology. With these developments marketers need to know more about the
marketing of service products. Services are activities or benefits (benefits) that can be offered by
one party to another and which are basically intangible and do not result in the ownership of
anything. Services are intangible, inseparable, varied and do not last long.
Each of these characteristics raises its own problems and requires its own strategy. Marketers
must vary the way of getting this intangible product to become tangible; to increase the
productivity of service providers which cannot be separated from the product itself; to
standardize quality in the face of variability and to influence demand developments and provide
better capacity to deal with the "non-durable" characteristics inherent in the service.
The service industry generally lags behind manufacturers in dealing with and using marketing
concepts. However, now that situation has changed. The service marketing strategy requires not
only external marketing but also internal marketing to motivate employees and interactive
marketing to create skills in service providers. Consumers will use technical and functional
criteria to assess service quality. To achieve success in marketing these services, producers must
create competitive distinctiveness, offer high quality services and seek solutions to increase
service productivity.
Even companies that sell products must provide and manage these services for their customers.
In fact, the service plays a more important role than the product in winning the competition. The
service mix includes both pre-sales services such as technical advice and prompt delivery, as
well as after-sales services such as maintenance and prompt employee training. Marketers must
make decisions regarding the mix, quality and sources of various product support services
according to consumer needs.
Marketing Contribution to Product Strategy
Three marketing contributions to product strategy, namely:
1. The first contribution, market analysis is required at all stages of product planning which
provides information so that ideas match the needs and desires of consumers.
 Knowledge, experience, and market research methods are fundamental in product
strategy development. Consumer information is also needed to find and describe unmet
needs and wants, evaluate products during development, introduction, and monitor the
performance of existing products. Several methods and product tests are available in the
product portfolio. Thus the contribution of marketing with regard to the concept of
product life cycle.
2. The second contribution, with regard to product specifications. Gradually top
management expects other management to identify product characteristics and
performance. This requires the translation of information on consumer needs and desires
into product specifications based on total quality management. Adapting consumer needs
and wants with product capabilities is crucial in designing and implementing product
strategies.
3. The third contribution is in deciding the target market and positioning strategy.
Marketing management looks for strategies and takes the best decisions to target and
market products. These decisions are often very important in achieving the success of
both new products and existing products. Because the choice of specifications and
product positioning are closely related, product positioning needs to be considered at an
early stage in the marketing planning process. Positioning decisions may cover a single
product or brand, a single product line or a mix of product lines within a business unit.

D. Communicating the Strategy to Stakeholders

Effective communication is crucial for ensuring alignment and successful execution of the
product plan. Product managers must communicate the product vision and strategy to
stakeholders at all levels of the organization, including cross-functional teams, senior
leaders, and stakeholders in other departments. This requires clear and concise
communication, and the ability to explain complex ideas in simple terms. By communicating
the product vision and strategy effectively, product managers can ensure that everyone is
working towards the same goals and that the product is successful in the market.
Effective communication is crucial for ensuring alignment and successful execution of the
product plan. Product managers must communicate the product vision and strategy to
stakeholders at all levels of the organization, including cross-functional teams, senior
leaders, and stakeholders in other departments. This requires clear and concise
communication, and the ability to explain complex ideas in simple terms. By communicating
the product vision and strategy effectively, product managers can ensure that everyone is
working towards the same goals and that the product is successful in the market. In
developing a product, business people use various methods that are suitable for use in their
business. And one of the methods that can be used is the lean product development method,
this method is usually used by startup actors. There are several in support of marketing
management:
Lean Product Development
 Lean product development is a product development development method with a focus on
low cost and efficiency. This method removes unnecessary things so that the process runs
quickly and according to consumer needs
Agile
Sommerville explained that the agile method is an incremental development method that
focuses on a fast development process, gradual product releases, reduced process overhead,
and customer involvement in the development process. Agile methods are introduced as
flexible and efficient methods. In addition to prioritizing input from customers, the agile
method also has several advantages, namely fast, adaptive, and iterative. Martin Molhanec
states that agile principles can be used appropriately in concrete product management.
The agile project management process is based on short delivery iterations accompanied by
continuous learning. The agile project management process allows for immediate
modification of the project after review and evaluation. The initial process of agile project
management begins with project initiation. The project initiation process consists of efficient
planning, requirements definition, and design. After that the team entered into an iteration
wave. Each iteration requires more detailed planning, requirements analysis, design,
execution, testing and delivery to customers and stakeholders.
Waterfalls
The waterfall method is a traditional product development method (Shandy, 2019) which
consists of a series of activities detailing, improving, verifying, and changing as well as
model representation until it becomes a separate part (Hendrawan & Santoso, 2020). The
waterfall method is a process driven through a principled plan. In this method, all existing
aspects must be planned and scheduled before implementing them in work practice. The
stages in developing the software development life cycle using the waterfall method are
literature study, needs analysis, system design, implementation, testing and analysis, and
finally drawing conclusions and suggestions.
Kanban
The kanban method is used in the manufacturing process and product development process to
increase project efficiency and productivity so that the project management flow is directed
and in accordance with the desired time and budget. The kanban method was developed in
the late 1940s by the Toyota company to support timely manufacturing processes as a tool
for further development of agile methodologies (Graham, 2016). In carrying out project
management, the kanban method helps researchers and developers in visualizing the project
in detail by limiting the amount of work that is being done by the team.
Scrums
In the Scrum guidebook entitled "The Definitive Guide to Scrum: The Rules of the Game",
scrum developers Ken Schwaber and Jeff Sutherland define scrum as a framework for
developing and maintaining complex products. Firdaus translated that Scrum has an approach
that consists of several activities, namely:
1. Backlog
 Backlog is a collection of lists of features or client needs. In general, the backlog can increase
or decrease.
2. sprints
Sprints are the work phase needed to complete the list in the backlog according to the time in
the time-box.
3. Scrum Meetings
Scrum meetings are routine meeting agendas that are held every day to evaluate what is
being done, problems that occur, and targets for completing the next task.
4. Demos
Demo has a role for software improvement, in which the results of the work will be presented
to the client so that they can be evaluated by the client.
The Scrum method facilitates collaborative goal setting, breaks tasks down into manageable
chunks in a short time, and encourages communication, accountability, and reflection among
team members. Then in other cases it is explained that the Scrum method has positive
potential for team dynamics and efficiency, can contribute to collaborative management and
task coordination in the research process (Hidalgo, 2019).

IV. Cross-Functional Collaboration

A. The Role of Cross-Functional Teams in Product Development
Marketing within the company is an important factor in maintaining the survival
of the company and the success of the company in the future. However, these marketing
activities will not run well if they are not supported by good management.
According to Buchari Alma Marketing management is planning, directing and
supervising all marketing activities within the company or part of the marketing
department. According to Philip Kotler / Armstrong translation of Wilhelmus W.
Bakowatun "Marketing management is the analysis, planning, implementation and
control of programs designed to create, build and maintain profitable exchanges with
target buyers with a view to achieving organizational goals."
According to Lupiyo Adi "Marketing management is an analysis of the planning,
implementation and control of programs that have been planned in relation to the
exchanges desired by consumers who are intended to obtain personal benefits and mutual
benefits."
From the understanding of marketing management above, it can be concluded that
marketing management is analyzing, planning, implementing and supervising which
programs are targeted with the intention of achieving company goals and to maintain the
continuity of the company in the future.
B. Managing the Development Process

Bovee and Thill define marketing as the process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods and services to create and
maintain relationships. McDaniel, Lamb, and Hair (2011:3), marketing has two aspects.
 First, it is a management philosophy, attitude, perspective, or orientation that emphasizes
customer satisfaction. Second, marketing is the activity and process used to implement this
philosophy.
Marketing is a process or activity to carry out the conception, pricing, promotion and
placement of goods or services and the exchange of offers that have value to meet the
needs or desires of individuals or society at large. Marketing Channels Pride, Hughes, and
Kapoor (2008: 465) say that marketing channels are sequences of marketing organizations
that direct products from producers to end users. Also in McDaniel, Lamb, and Hair
(2011:417), a marketing channel is a set of interdependent organizations that facilitate the
transfer of ownership as products move from producers to business users to consumers.
The marketing channel is the way products go from producers to consumers. McDaniel,
Lamb, and Hair retailers are channel intermediaries who sell primarily to consumers.
McDaniel, Lamb, and Hair, retail is all that relates directly to the sale of goods and services
to final consumers for personal, non-business use. Retailers are people/communities or
places/organizations as channels to sell products to end consumers.
The first modern retail presence in Indonesia was the Sarinah Department Store
which was founded in 1962 1970s to 1980s, the business format continued to grow. The
early 1990s was a milestone for foreign retailers to enter Indonesia. This is marked by the
operation of the largest Japanese retail 'Sogo' in Indonesia. Several types of modern
retailers, namely; modern markets, department stores, specialty stores,
malls/supermalls/plazas, and trade centers. goods at the supplier can be done in large
quantities. Strong bargaining power provides many advantages for the modern retailer.
1. Product quality
Product is the basic and important element of the marketing mix. It is said to be
important because with the product, the company can set prices, distribute products through
the company's distribution channels and get the right promotion. Products are the focal point
of marketing activities because products are the result of company activities that can be
offered to the market to be purchased, used or consumed to satisfy consumer wants and
needs. According to Assauri "Product quality is a statement of the level of ability of a
particular brand or product in carrying out the expected functions".
Meanwhile, according to Kotler and Armstrong, product quality is the characteristic
of a product or service that has the ability to meet stated or implied customer needs. Kotler
and Armstrong (2016: 164) also state: Product quality is the ability of an item to produce
results or performance that match or even exceed what the customer wants. Based on the
concepts stated above, researchers can understand that product quality is the ability and
character of the product or brand itself to fulfill customer desires.
Kotler said that if a company wants to maintain a competitive advantage in the
market, the company must understand what dimensions are used by consumers to
differentiate the company's products from competitors' products. This dimension includes
form, performance, product characteristics, accuracy or suitability, and reliability.
Furthermore, according to David Garvin in Tjiptono's book product quality has eight
dimensions as follows: performance, features, reliability, specification reliability, durability,
serviceability, aesthetics, and perceived quality. Meanwhile, according to Mowen and Minor
in Dinawan, it provides several dimensions of product quality, including: performance,
 reliability, durability, security. From these dimensions, researchers took several factors
relevant to this study, including Style and Durability.
Based on some of the definitions above, it can be seen that product quality is the ability
of a product to meet consumer desires. Consumer wants include product durability, product
constraints, ease of use, and other valuable attributes that are clear of flaws and defects.
Products that have the quality and advantages that consumers expect from thrift goods
include superior product styles and good relationship management with product providers. In
everyday life we often talk about fashion issues, for example about various products. Product
quality is something offered by a seller that has more value than competing products.
Therefore, companies must focus on product quality and products offered by companies with
a better appearance compared to the quality of competitors' products. However, a product is
not only about the best or highest appearance, if the appearance is not in accordance with
what the market wants, then the product will find it difficult to dominate the market.
C. Ensuring Alignment with the Overall Business Strategy
Before starting to run a marketing program, human resources in the field of marketing
need to formulate a marketing strategy for the products to be marketed. The marketing
strategy will affect product determination (including name or brand and packaging), pricing,
and product placement in online media (digital presence).
The marketing strategy includes setting market targets for products to be marketed
according to existing market segments. Then determine the position of the product in the
market against other products or competitors. The three processes for preparing this marketing
strategy are abbreviated as STP (Segmenting, Targeting, Positioning).
An example of a smartphone product will be made and marketed in one of the market
segments based on income. For example, there is a lower market segment (low income
group), a middle segment (medium income group), and an upper segment (high income
group). Targeting is choosing one or several existing segments, for example choosing the
bottom segment. Products of the lower segment do not require high quality, but low prices.
Positioning in the market can focus on easy-to-repair after-sales service in many places, to
differentiate from competitors of similar low-priced products that are weak in after-sales
service.
Marketing strategy according to Philip Kolter is a series of views and mindsets in
marketing that will be used to achieve what is a marketing goal. This mindset contains a
detailed strategy regarding the target market or target market, where it is positioned, the mix
and budget for marketing. Kotler & Keller (2006) outlines the strategic options for each
position as follows:
1. Market Leader Strategy
The market leader is the largest market share in the industry and usually controls
the market through price changes, introduction of new products, distribution coverage,
and promotion intensity. As a market leader, companies must take action in three ways.
First, the company must develop ways to increase total market demand. Second, the
company must protect its current share of the market with effective defensive and
offensive means. Third, the company must always increase its market share, even though
the size of the market is relatively constant. The marketing strategies available to market
leaders are:
a. Total market expansion
 Is developing a total market (total market) which can be done through three ways,
namely:
1. New Users, namely finding segments that have not used certain products so that
the demand for these products increases.
2. New Uses, namely looking for new uses for certain products so that the demand
for these products increases.
3. Using more (More Usage), namely encouraging current consumers to use more
with various reasons. Drinking eight glasses of mineral water a day is good for
health. If consumers believe this appeal, then the total market for drinking water.
b. Defensive strategy
Is to maintain the market position that has been achieved by the market leader so that
it is not disturbed or taken over by competitors. Marketing is the same as war. The
market leader can maintain its position through the following strategies:
1. Position defense, is controlling and maintaining the most profitable market space
in the minds of consumers, so that the strength of the brand is almost unbeatable.
2. Flank defense is a strategy to protect the weak side of a product. If this weak side
is not protected, it will be used as a point of attack for competitors.
3. Pre-emptive defense (defense ahead), is an aggressive movement to attack before
being attacked by competitors.
4. Counteroffensive defense (the company counterattacks), is carrying out
counterattacks when a competitor attacks, either frontally, or attacks in the heart
of the opponent's defense.
5. Mobile defense is a defensive strategy in two ways, namely market broadening by
shifting to generic needs, and market diversification by shifting to industries that
are not surprised to be related to the original industry.
6. Contraction defense is an action when market leaders feel that they no longer need
to defend a region, aka withdrawing from certain areas that are considered weak
and focusing resources on strong areas.
c. Increase market share
Is a strategy to seize market share from competitors. Or in another way, the market
leader may acquire a competitor's brand so that its market share directly increases
from controlling two or more brands.
2. Market Challenger Strategy
The strategies available to market challengers are:
a. Frontal attack (frontal attack), is a direct attack on the terms of product, advertising,
price, and distribution of competition. In a frontal attack, the principle of force
applies, which states that the party with the greater resources will win the fight.
b. Flank attack is an attack that can be shown on a geographic dimension or on a
segment dimension where the dimension is the weak point of the market leader. Side
attacks usually require less resources than frontal attacks, and have a higher success
rate.
c. Encirclement attack, is an attack on several fronts carried out at once.
d. Bypass attack is an indirect attack strategy by taking shortcuts in three ways, namely
diversifying into unrelated products, diversifying into new markets, and making
technological leaps so that competitors' products become outdated.
 e. Guerrilla warfare (guerrilla attacks), are small and intermittent attacks to weaken
competitors, by using conventional and unconventional methods that ultimately
control narrow areas.
Strategies that are more specific to market challengers and can be carried out several
alternatives at once are:
1. Price discount.
2. Offers goods at lower prices.
3. Offering goods with prestige or luxury.
4. Offers a wide variety of goods.
5. Doing product innovation.
6. Develop distribution innovation.
7. Reducing production costs.
8. Intensive advertising and promotion.

3. Market Follower Strategy

Companies with a position as a market follower, can use the following strategic
options:
a. Counterfiter, according to the literal meaning to counterfate is to falsify. We often
encounter counterfeit products on the market made by market followers. This is one
strategy, but from a legal point of view this strategy is not justified or illegal.
b. Cloners, cloners are legal, market followers make similar products to successful
market leaders.
c. Imitataor, imitator means imitator (to imitate means to imitate). A market follower
creates a completely different product as a choice for consumers to a successful
market leader's product.
d. Adapter, is adapting a market leader's product by designing a completely new
product in the same category after studying the strengths and weaknesses of the
leader's product.
4. Market Snatch Strategy
The central idea for a market nicher's strategy is specialization. Market nichers
(market nichers) seek and work on narrower but quite profitable markets, which are
usually ignored by market leaders, the specialization roles open to market nichers are:
a. End-user specialist.
b. Vertical-level specialist.
c. Customer-size specialist.
d. Specific-customer specialist.
e. Geographic specialists.
f. Product or product-liberate specialist,
g. Product-feature specialist.
h. Job-shop specialist.
i. Quality-price specialist.
j. Service specialists.
k. Channel specialists.

5. Factors That Can Influence Marketing Strategy

a) Enterprise microenvironment
 The company's microenvironment consists of actors in the environment directly
related to the company that affect its ability to serve the market, namely:
1) The company is the organizational structure of the company itself. The marketing
strategy implemented by the marketing management department must take into
account other groups in the company in formulating its marketing plan, such as
top management, corporate finance, research and development, purchasing,
production, and accounting and human resources owned by the company,
because the marketing manager must also work the same as staff in other fields.
2) Suppliers (Supplier) are companies and individuals who provide the resources
needed by the company and its competitors to produce certain goods and
services. Sometimes companies also have to obtain labour, equipment, fuel,
electricity and other factors from suppliers. Developments in the supplier
environment can have a significant impact on the implementation of a company's
marketing. Marketing managers need to observe price trends of the most
important inputs for their company's production activities. Shortages of raw
material sources, labor strikes, and various other incidents related to suppliers can
disrupt the marketing strategy carried out and carried out by the company.
3) Marketing Intermediaries are companies that assist companies in the promotion,
sale and distribution of goods/services to end consumers. These marketing
intermediaries include:
a. Intermediaries , are companies or individuals who help companies to find
consumers. And divided into two kinds, namely intermediary agents such as
agents, brokers and producer representatives who seek and find customers
and/or enter into agreements with other parties, but do not own the goods or
services themselves.
b. Physical Distribution Companies , companies like this help companies in
storing and moving products from their place of origin to the places they are
intended for.
c. Marketing Services Agencies , such as marketing research companies or
institutions, advertising agencies, media companies, and marketing
consulting firms, all assist companies in directing and promoting their
products to the right market.
d. Financial intermediaries , such as banks, credit companies, insurance
companies, and other companies that help with finances.
Market Analysis and Customer Feedback
A. Monitoring Market Trends
The product life cycle is usually known as the Product Life Cycle (PLC), which is a
graph that describes the history of a product from the time it is introduced to the market
until it is withdrawn from the market. The product life cycle (PLC) is an important
concept in marketing because it provides a deep understanding of the competitive
dynamics of a product. In general, PLCs are classified into four stages, namely:
a. Introductory stage ( introduction )

That is a period of slow sales growth as the product is introduced in the

market. The general characteristics of this stage are sales that are still low, market
 volume is growing slowly (due to high market resistance ), competition is still
relatively small, failure rate is relatively high, there are still many product
modifications in testing and development, production and marketing costs are very
high. .
b. Growth Stage ( Growth ),

That is a period of rapid market acceptance and large increases in profits.

This stage is divided into two groups, namely:
1. Rapid Growth , this stage carries out several forms of strategy including
product improvement (adding certain characteristics or properties and
creating new models), developing new market segments, adding new
distribution channels, and reducing prices to capture new customers.

2. Slow Growth , at this stage sales are still increasing, but with declining
growth, most are focused on strengthening and maintaining market position
and building consumer and dealer loyalty.

c. Maturity stage _

A period of decline in sales growth as the product has been accepted by

most of the potential buyers. This stage is divided into three phases, namely:

1. Growth Maturity , namely sales growth begins to decrease due to the maturity
of the distribution.

2. Stable Maturity , namely sales to level off caused by market saturation. Some
potential consumers have tried the new products offered by the company.

3. Decaying Maturity , namely sales begin to decline and consumers begin to

move to other products or substitute products.

d. Decline Stage _

That is the period when sales show a declining direction and profits dwindle. At
this stage there are several alternatives that must be done, namely:
1. Increase investment in order to dominate or occupy a good competitive
position.

2. Changing products or looking for new uses or benefits for products.

3. Looking for new markets

4. Remain at the company's current level of investment until industry

uncertainties are resolved.
 5. Selectively reducing company investment by leaving less profitable
customers, but increasing investment for a small group of loyal and
profitable customers.

Sales Volume
Every company has an economic goal, namely to get maximum profit. In order for the
maximum profit to be obtained, the company must try to increase sales volume on an ongoing
basis. Sales volume is the number of products sold by a company to consumers in a certain
period, meaning that the more products that are successfully offered to consumers, the greater
the profit (profit) for each period.
To increase sales volume, there are five concepts that companies can choose from,
namely production concept, product concept, sales concept, marketing concept and
environment-oriented marketing concept. Of these five concepts, companies generally often use
the marketing concept in achieving their goals.
The marketing concept (the marketing concept) assumes that the key to marketing
success lies in the company's ability to determine target markets and study consumer needs and
wants and then produce products that can better meet consumer needs.
Success in the marketing program is greatly supported by sales. This means that sales
hold a central position to achieve success. Sales are interpreted in a positive sense and achieve
the goals desired by a person or company. With sales will produce something that benefits all
parties, both buyers and sellers. Sales that are carried out positively have a long-term effect and
can maintain the existence of the business in the future. Meanwhile, the definition of sales
volume according to Wiens Anorga states that sales volume is the amount seen from the cost
relationship within the company can estimate the sales unit target to obtain the specified profit.
Factors that affect sales volume:
a. Goods Quality

A decrease in the quality of goods can affect sales volume, if the quality of the
goods traded decreases, it can cause buyers who are already customers to feel
disappointed so they turn to other goods of better quality.
b. Consumer tastes

Consumer tastes are not fixed and can change at any time, if consumer tastes for
the goods we sell change, sales volume will decrease.
c. Service to customers

It is an important factor in efforts to facilitate sales of businesses where the level

of competition is getting sharper. With good service to customers so as to increase sales
volume.
d. Competition lowers the selling price
 Discounts can be given with the aim that the company's sales and profits can be
increased from before. Discounts can be given to certain parties with certain conditions
as well.
Analyzing Data to Inform Product Decisions
Product managers must be skilled in analyzing data and using this information to inform
product decisions. This may involve analyzing customer feedback, sales data, and market
trends to identify areas for improvement and to make data-driven decisions about the
product. Effective data analysis helps product managers to make informed decisions and
to continuously refine the product to meet the changing needs of the market.
Continuously Refining the Product
Tjiptono explained that customer satisfaction research is based on three main theories,
namely:
a. Contrast theory
This theory assumes that consumers will compare actual product performance with
pre-purchase consumer expectations . If the actual performance is greater or equal to
expectations, the customer will be satisfied. Conversely, if the actual performance is
lower than expectations, the consumer will not be satisfied.
b. Assimilation theory
This theory states that post-purchase evaluation is a positive function of pre-purchase
consumer expectations. Because the disconfirmation function is psychologically
unpleasant to perform, consumers tend to perceptually distort the difference between
expectations and performance towards initial expectations.
c. Assimilation Contrast theory
This theory holds that the assimilation effect or contrast effect is a function of the level
of gap between expected performance and actual performance. If the gap is large,
consumers will enlarge the gap so that the product is perceived as better or worse than
in reality. However, if the gap does not hold, the assimilation theory applies.
According to Kottler There are several methods that can be used by every
company to monitor customer satisfaction, namely:
a. Complaint and Sugestin System (System of Complaints and Suggestions)
Every customer-oriented organization needs to provide ample and convenient
opportunities for customers to submit their suggestions, criticisms, opinions and
complaints. Commonly used media include suggestion boxes, toll-free channels,
websites, and others.
b. Ghost Shopping (Shadow shoppers)
This method is done by employing several ghost shoppers to play a role or pretend to
be customers as potential product competitors. After that they were asked to report
their findings in the form of strengths and weaknesses of competitors' products.
c. Lost Customer Analysis (Analysis of Running Customers)
As far as possible the company contacts customers who have stopped buying or who
have switched to other suppliers in order to understand why this happened and to
adopt a policy for further improvement/improvement.
 d. Customer Satisfaction Surveys ( Customer Satisfaction Survey ).
Through surveys , companies will get responses and feedback directly from attention
and also give a positive impression that the company pays attention to customers
through this method which can be done in various ways, including:
1) Directly Reported Satisfaction , namely measurement is carried out directly
through asking questions to customers
2) Derived Dissatisfaction , namely the questions asked regarding two main things in
the form of the amount of customer expectations for certain attributes and the
amount of performance they feel.
3) Problem Analysis. Customers who were used as respondents were asked to reveal
two main things, namely the problems they faced related to the offer from the
company and suggestions for improvement.
4) Important-Performance Analysis . Respondents were asked to rank the various
elements or attributes of the offer based on their degree of importance. In
addition, customers are also asked to rank how well the company is performing in
each of these elements. These numbers are then used to calculate the customer
satisfaction index by multiplying the level of customer satisfaction by the degree
of importance.

The customer satisfaction strategy causes competitors to try hard and require high costs
in their efforts to win over a company's customers. Customer satisfaction is a long term that
requires commitment, both in terms of funds and human resources.
The change in the market paradigm towards long-term partnerships emphasizes RM as a
change in the marketing paradigm within the company as a function that is not solely the role
and responsibility of marketing (marketing department), but rather becomes a cross-functional
management within the company that carries out marketing principles in various functions.
management.
V. Conclusion
A. Recap of the Key Points
Operations Management provides a systematic perspective in seeing the processes in the
organization and so that the company understand what operations managers do so that we can
carefully increase profit opportunities and services in society and are able to organize
ourselves in productive companies. That it is very important to know how Operations
Management activities work so that we understand what operations managers are doing so
that they can carefully increase profit and service opportunities in society and are able to
organize themselves in productive companies.

B. The Importance of a Succesfull Product Management

The suggestion is that when companies face global opportunities, company managers must
carefully place their companies in their mission and operating strategy and be able to
evaluate the company's internal strengths and weaknesses including product management, as
well as the opportunities and threats that exist in the company's environment, so that the
company's effectiveness can continue .
C. Final Thought On the Topic
Production Management is a branch of management whose activities regulate to be able to
create and increase the use of goods and services. To regulate this activity, it is necessary to
make decisions relating to efforts to achieve the goal so that the goods and services produced
are in accordance with what was planned. The elements of management consist of; planning,
implementation, monitoring. Planning Stage, includes; Determination of operations strategy;
factory location determination; Product research and development; determining the number
of products; determination of area and pattern of production; preparation of layout & job
design; as well as the determination of work standards. Implementation Phase, includes; raw
material arrangement; production process regulation; maintenance and replacement of
facilities; work environment improvement; and improving worker welfare. Supervision
Stage, includes; quantity control; quality control; and control of production and operating
costs