THE ANALYSIS OF SALES AND MARKETING KEY PERFORMANCE INDICATORS IN MANAGING PROJECT RISK (A CASE STUDY OF “THE COLORED STAINLESS STEEL PROJECT” AT PT. BINA NIAGA MULTIUSAHA)

Abstract

As a project leader, managing risks within the project is a crucial step that the leader has to investigate thoroughly. Moreover, key performance indicators seem one of suitable tools to help the leader mitigate the possible likelihood as well as consequences. The colored stainless steel project of PT. Bina Niaga Multiusaha is the case study for the research. Since, the project is a launching product; the project requires the project leader to conduct risk management in order to cope with possible consequences. Among many elements, the marketing field is the part which is one of the aspects that the leader should not be negligent. When it comes to studying the market, there will be a lot of parts which will be considered. Following the study, the researcher would like to address several problems which relate to marketing factors: market segmentation, sales target, and pricing strategy. In order to explore hidden aspects, the qualitative research might be the right methodology. In purpose of conduct the study, the researcher would like to apply the qualitative methodology. As the result of findings, the researcher determined the KPIs in market segmentation, sales targets, and pricing strategy as follows: area of distribution, sales volume, and gross profit margin; and its impacts on project risk management.