ANALYSIS OF DISTRIBUTION CHANNEL OF CELLULAR PRODUCT AT TELKOMSEL COMPANY FINAL PROJECT. Ivan Resaprianto

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1 ANALYSIS OF DISTRIBUTION CHANNEL OF CELLULAR PRODUCT AT TELKOMSEL COMPANY FINAL PROJECT Ivan Resaprianto Undergraduate Program of Management School of Business and Management Institut Teknologi Bandung 2007

2 VALIDATION PAGE ANALYSIS OF DISTRIBUTION CHANNEL OF CELLULAR PRODUCT AT TELKOMSEL COMPANY By Ivan Resaprianto ID No: Undergraduate Program of Management School of Business and Management Institut Teknologi Bandung Validated By (Ir. Togar M. Simatupang M.Tech., Ph.D) ii

3 ANALYSIS OF CHANNEL DISTRIBUTION OF CELLULAR PRODUCT AT TELKOMSEL COMPANY IVAN RESAPRIANTO Date of Final Examination: August 10 th, 2007 Date of Graduation: October 27 th, 2007 Advisor: Ir. Togar M. Simatupang M.Tech., Ph. D Undergraduate Program of Management School of Business and Management Institut Teknologi Bandung ABSTRACT Telecommunication industry now has grown fast due to the rapid growth of people. Now, the telecommunication webs also reachable in village are around Indonesia. For reaching those customers, it requires a distribution process that is efficient with the appropriate channels distribution choices. Appropriate choice of distribution channels means the channels distribution which could reach the market based on the desired target market and enable the company to responsive with the changes that happen in market. With widen and complex of distribution channel will require a coordination to manage their activities and information flow. Coordination which means to manage the dependencies among activities and divisions in distribution process will be needed in order to reaching the company vision, mission, and strategic goals. Because of that, the stressed on supply chain coordination will make the company to be more responsive and opened in the changes on the industry especially in the market. Telkomsel, as the market leading company in cellular telecommunication in Indonesia have wide distribution webs with making cooperation as to become distribution channels. Although Telkomsel has its own distribution channel; Grapari, still will not able to serve customers spreads around Indonesia. The problem that Telkomsel face today is products return from the customers that because of product defect. Several departments and divisions involved in this problem such as Channel Management, Regional Area, Authorized Dealer, and Card Production especially on Quality Control also handling this problem by addressing the root cause. Several root causes found and deliver in the business process are lack of employee number in Quality Control has made several products missed to be inspected both on physical quality or web signaling, also several employees miss to activate or injecting the number on the sim card cellular. Several ideas of solution to solve the problem like adding the number of employees in Quality Control division, have more training to employees especially in accuracy of product activation, and new coordination mechanism between Card Production and Headquarters will solve the defect products problem so that it will not happen products return in distribution process. Keywords: Supply Chain Coordination, Distribution, SCOR model V.6, Business Process Improvements, Telecommunication Industry iii

4 ANALYSIS OF CHANNEL DISTRIBUTION OF CELLULAR PRODUCT AT TELKOMSEL COMPANY IVAN RESAPRIANTO Tanggal Ujian Akhir: 10 Agustus 2007 Tanggal Wisuda: 27 Oktober 2007 Pembimbing: Ir. Togar M. Simatupang M.Tech., Ph. D Undergraduate Program of Management School of Business and Management Institut Teknologi Bandung ABSTRAK Industri telekomunikasi sekarang telah berkembang pesat seiring dengan pertumbuhan penduduk. Jaringan telekomunikasipun juga telah berada di desa-desa sekalipun. Untuk menjangkau pelanggan-pelanggan tersebut, diperlukan suatu proses distribusi yang efisien dengan pemilihan saluran distribusi yang tepat. Saluran distribusi yang tepat adalah saluran distribusi yang dapat menjangkau pasar sesuai dengan target pasar yang dikehendaki serta dapat membuat perusahaan untuk bertindak responsif terhadap perubahan yang terjadi di pasar. Dengan saluran distribusi yang semakin lebar dan kompleks inilah diperlukan suatu koordinasi untuk mengatur kegiatan dan arus informasi tersebut. Koordinasi yang mengandung arti mengatur ketergantungan antar aktivitas dan antar bagian pada proses distribusi akan sangat diperlukan pula dalam rangka mencapai visi, misi, dan tujuan strategis suatu perusahaan. Oleh karena itu, penitikberatan pada koordinasi rantai pasok akan membuat perusahaan semakin responsif dan peka terhadap perubahan-perubahan yang terjadi di industrinya terutama pada pasar. Telkomsel, sebagai perusahaan yang mempunyai pangsa pasar telekomunikasi selular tertinggi di Indonesia mempunyai jaringan distribusi yang luas dengan membentuk kerjasama sebagai saluran distribusi. Walaupun Telkomsel mempunyai saluran distribusi yang resmi yaitu Grapari, tidak akan cukup melayani pelanggan yang tersebar di Indonesia. Masalah yang dihadapi kali ini oleh Telkomsel adalah adanya retur produk dari pelanggan yang dikarenakan cacat. Beberapa departemen dan divisi yang terlibat untuk masalah tersebut seperti Channel Management, Regional Area, Authorized Dealer, dan Card Production khususnya Quality Control turut menangani masalah tersebut dengan pencarian akar masalah. Beberapa akar masalah yang ditemukan seperti yang tersaji dalam proses bisnis yaitu kurangnya karyawan dalam bagian Quality Control membuat beberapa produk terlewat untuk diinspeksi akan kualitas fisik dan jaringan sinyalnya serta adapula karyawan yang terlewat untuk mengaktifasi atau pengisian nomor telepon selular. Beberapa ide untuk solusi pemecahan masalah tersebut seperti menambah jumlah karyawan pada divisi Quality Control, melakukan training pada karyawan khususnya akurasi pada aktifasi produk, dan mekanisme koordinasi yang baru pada divisi Card Production dan Headquarters diharapkan dapat menyelesaikan masalah produk cacat sehingga tidak menimbulkan lagi retur produk dalam proses distribusi. Kata Kunci: Supply Chain Coordination, Distribution, SCOR model V.6, Business Process Improvements, Telecommunication Industry iv

5 PREFACE All Praise to Allah SWT to giving His bless and gift to author for capability to finish this Final Project. The Final Project is one of the requirements to pass in School of Business and Management Bandung Institute of Technology. This Final Project entitled of Analysis of Distribution Channel Cellular Product Telkomsel Company has been finished on time at July 20 th This Final Project is lack of perfection, so that the author want to apologize of mistakes has been made. Critics and suggestion are welcome to the author as come to the positive input. During the making of Final Project, there were several people and college helping and supporting the author. Therefore, the author would like to gratitude to: 1. Parents, Wimpy Sugiarto and Rumiarsi also sister Adellia Rescha, for the support of his and her efforts and times. 2. Advisor, Togar M. Simatupang, Ph.D who is advises patiently, supervise, and broaden author s knowledge. 3. Sources, Ms. Safrillina of Quality Service Telkomsel Company Regional I Jakarta. 4. Mr. Baron at Card Production and Inventory Telkomsel Regional I Jakarta 5. Mr. Sungkowo at Simpatindo Authorized Dealer Jakarta 6. Mr. Rizky at General Affair Regional Telkomsel Regional I Jakarta 7. Other resources and advisor, Mr. Fredy Oktavianto and Mr. Askur. 8. Mr. Akbar Adhiutama MT, MBA from Operations Management School of Business and Management. 9. Other lecturers of business and management in operations management. 10. All of my beloved friends Bubby, Yudha, Dicky, Krishna, Tanto, Dharma, Pandu, Ega, Amot, Alfin, Bagas, Bayu, Iin, Icha, Ken, Bintang, Nadia, Putri, Harwin, Gading, Ario and Sekar. Author, Ivan Resaprianto v

6 LIST OF CONTENTS ABSTRACT.... iii ABSTRAK.. iv PREFACE v LIST OF CONTENTS. vi LIST OF FIGURES...viii LIST OF TABLES... ix CHAPTER I INTRODUCTION Background Problem Formulation Research Purpose Problem Boundaries Final Project Outline.. 6 CHAPTER II THEORETICAL FOUNDATIONS Supply Chain Management Distribution Supply Chain Operation Reference (SCOR) Business Process Improvement Five Stage Problem Solving Process Coordination Mechanism CHAPTER III METHODOLOGY Research Raw Material Research Tools Research Roadmap Problem Formulation Data Collection Data Analysis Discussion vi

7 3.3.5 Comparison Recommendation and Suggestion Interview Question. 21 CHAPTER IV ANALYSIS AND DISCUSSION Company Profile Business Process of Distribution Key Performance Indicator (KPI) Root Cause Analysis Solution Discussion...57 CHAPTER V CONCLUSION AND SUGGESTION Conclusion Suggestion Implementation Plan...62 REFERENCE APPENDIX I APPENDIX II.. 72 vii

8 LIST OF FIGURES Figure 2.1. Supply Chain Interenterprise Model..9 Figure 2.2. SCOR Framework (Source: en wikipedia.org/wiki/scor-model)...11 Figure 2.3. SCOR v.6 process model Figure 2.4. Five phases of business process improvements. 13 Figure 2.5. Five-stage problem solving process...14 Figure 3.1. Structure of final project s research methodology.17 Figure 4.1. Own distribution process of Telkomsel. 25 Figure 4.2. Outsourcing distribution process of Telkomsel. 25 Figure 4.3. Business process of distribution (until Authorized Dealer).. 30 Figure 4.4. Business process of distribution (until OMO). 32 Figure 4.5. Mapping of distribution process and the return product illustration within.. 43 Figure 4.6. to be process mapping of distribution. 44 Figure 4.7. Supply chain activity plan. 45 Figure 4.8. to be activity plan of distribution 46 Figure 4.9. Business process on card distribution to Regional Area...47 Figure SCOR model level 3 on Source at Headquarters. 48 Figure SCOR model level 3 on Make at Headquarters Figure SCOR model level 4 on receiving products (S1.3) at product quality inspection Headquarters.. 49 Figure SCOR model level 4 on activation (M1.3) at file transfer Headquarters 50 Figure Detail activities on product inspection with the under performance activities on employee. 50 Figure Root cause of products return.. 51 Figure Possible reasons causes employee misses for activation. 52 Figure New system in product inspection Figure Possible reasons causes employee misses for activation. 56 Figure Business process improvement the process of card production.. 58 viii

9 LIST OF TABLES Table 2.1. SCOR s Performance Attributes and Metrics. 13 Table 2.2. Coordination structure theories (Shen and Shaw, 2004: 4) 15 Table 2.3. Coordination mechanism and problem example 15 Table 4.1. Dependencies in distribution process. 35 Table 4.2. Dependencies on specific divisions 36 Table 4.3. Dependencies on internal Card Production and Headquarters Table 4.4. Coordination Mechanism for distribution process.. 37 Table Existing Key Performance Indicators in distribution 38 Table 4.6. Key Performance Indicator from each division.. 39 Table 4.7. SCOR model level Table 4.8. The existing distribution process KPI and the gap within.. 42 Table 4.9. Possible solutions from possible causes product defects 56 Table 4.10 Solution on each problem causes products defects 57 Table 5.1. Implementation plan on solutions deliver ix