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All Journal Heuristic PROZIMA (Productivity, Optimization and Manufacturing System Engineering)
Herowati, Evy
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Engineering Industrial & Manufacturing Engineering

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Designing a Marketing Strategy for Xiaomi Mobile Phones Based on Market Share Analysis Using Markov Chain in Indonesia: Perancangan Strategi Pemasaran Handphone Xiaomi Berdasarkan Analisis Pangsa Pasar Menggunakan Markov Chain di Indonesia Herowati, Evy; Wahyudi, Rahman Dwi; Akbar, Muhammad Syahrul
PROZIMA (Productivity, Optimization and Manufacturing System Engineering) Vol. 9 No. 1 (2025): Juni
Publisher : Universitas Muhammadiyah Sidoarjo

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Abstract

In this study, a marketing strategy for Xiaomi mobile phones in Indonesia was designed based on market share analysis using the Markov Chain method and SWOT analysis. The mobile phone market is very competitive, so to maintain and increase market share, it is necessary to understand the dynamics of consumer movement between brands. The Markov Chain method is used to model the possibility of customer movement from one brand to another based on historical market share data of several major brands, including Xiaomi, iPhone, Samsung, Oppo, Asus, and Vivo. After the Markov Chain, it is continued with SWOT Analysis and Marketing Strategy Design. Some strategies that Xiaomi can use include creating a user-friendly Xiaomi image, actively advertising and promoting both electronic and non-electronic media, using public figures as brand ambassadors, creating recycling movements, and creating a campaign. This strategy successfully increased consumers' probability of choosing Xiaomi as their main choice.
Formulation of Qualification Criteria for Industrial Engineering Graduates as Production Supervisors in the Manufacturing Industry Wahyudi, Rahman Dwi; Herowati, Evy; Ronyastra, I Made; Irawan, Jonathan Andersen
Heuristic Vol 22, No 2 (2025)
Publisher : Fakultas Teknik Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/heuristic.v22i2.132880

Abstract

The role of a production supervisor in manufacturing operations is a key factor in maintaining quality, stability, and the success of the production process. A production supervisor must maintain process effectiveness, output quality, and daily operational stability. Empirically, the scientific field that aligns with the scope of work of a production supervisor is Industrial Engineering. However, there is still a gap between the competencies of Industrial Engineering graduates and the qualifications required by companies for production supervisor positions. To fill this gap, this article aims to formulate qualification criteria for Industrial Engineering graduates interested in filling Production Supervisor positions in the manufacturing industry. The formulation of qualification criteria is based on job qualifications and requirements data from various types of manufacturers, collected through interviews with human resources department representatives and field observations. The research method used is a survey of experts experienced in the selection and development of human capital. Using the affinity diagram, the job qualifications and requirements are grouped into objective criteria, subjective criteria, and absolute requirements. Then, integrating the Pareto principle with the LINMAP method yields prominent qualification criteria. The results show that companies place the greatest emphasis on subjective qualifications, especially attitude (0,43) and software proficiency (0,43), followed by objective qualifications such as technical knowledge (0,36) and educational background (0,3).  These findings can be a basis for industry in the employee selection process and for universities in designing competency development programs and career preparation for Industrial Engineering students interested in careers as production supervisors.  
Co-Authors AKBAR, MUHAMMAD SYAHRUL Irawan, Jonathan Andersen Rahman Dwi Wahyudi Ronyastra, I Made