IDENTIFICATION OF CUSTOMER NEEDS AND DETERMINATION OF MARKET P

RODUCT
DESIGN OF INTEGRATED INDUSTRIAL SYSTEMS

Class : IP
Day : Thursday
Time : 12.30 – 15.00
Group : Yellow
Group Members : 1. Wa ode Sardiyanti S N (16522024)
2. Dwi Abdul Rahim (17522175)
3. M Iqbal Maulana (17522055)

Assistant Name : Halida Ulfa

Lecturer : Muhammad Ragil Suryoputro,S.T.,M.T.

INDUSTRIAL ENGINEERING DEPARTMENT

FACULTY OF INDUSTRIAL TECHNOLOGY
UNIVERSITAS ISLAM INDONESIA
2021
Abstract

1
 CHAPTER 1
INTRODUCTION

1.1. Background
In era pandemic of COVID-19 that threatens the human body and immune system, That’s
not only happend in Indonesia but also all over the world, which has been given a biggest
impact in all aspect especially, in health and immunity of human body. According to the
last update of Kompas.com, there is existances increase of people in Indonesia that still
does got infected by Corona Virus in totals 1.460,184. Started since the first
announcemeted on last year March 2, 2020.
Corona viruses are a large family of viruses that cause illness ranging from mild to severe
symptoms. There are at least two types of coronavirus that are known to cause diseases
that can cause severe symptoms such as Middle East Respiratory Syndrome (MERS) and
Severe Acute Respiratory Syndrome (SARS). Corona Virus Disease 2019 (COVID-19) is
a new type of disease that has never been previously identified in humans. The virus that
causes COVID-19 is called Sars-CoV-2. Corona viruses are zoonotic (transmitted
between animals and humans). Research states that SARS is transmitted from civet cats
to humans and MERS from camels to humans. Meanwhile, the animal that is the source
of transmission of COVID-19 is still unknown.
From that we are considere to build a company and produce a product Tissue hand
sanitizer that easy to carried out and to bring every where, that’s will help to prevent and
reduce transmission of the corona virus, in Indonesia especially in Yogyakarta city.
Along with the times, where people are very busy, especially those in cities, there are
instant and practical products that can clean hands without water, namely tissue hand
sanitizers or known as tissue antiseptics. Tissue hand sanitizer products are also
increasingly diverse, both its composition, ingredients, and new products that are widely
used in society have been marketed.
Looking at a Tissue hand sanitizer, it is seems easy to used and carried out, people will
feel supper clean after randomly touched anything and suddenly want to clean their hand,
without washing them and go to the toilet.

2
 However, we are decided want to created new innovation of current hand sinitizer
become Tissue hand sanitizer, that not only gell that contains alcohol, but also created
sheet tissue contains 70% alcohol that will kill bactery and supper easy to used.

1.2. Problem Formulation

The problem formulations of this report are:
1. What is the customer need to help prevention of COVID-19?
2. What are the company vision and mission of making the product during this pandemic of
COVID-19?
3. How is the company to get a business goal?
4. How is the strategic plan to evaluate the company environment in internal and external
fields?
1.3. Objectives
The objectives of this research are:
1. Students are able to identify the market and determine the product (customer need
and mission statement) during this pandemic.
2. Students are able to present the results of identifying market needs and
determining the products that have been made.
3. Formulate a vision and mission of making the product
4. To know the strategy plane and evaluate the company environment in internal dan
external fields
1.4. Research Benefit
The objectives of this research are:
1. To help the Student to apply some other methode that already learn in the class
2. To help contribution created new innovation of current product that will help
prevent corona virus in this pandemic era.

3
 CHAPTER II
LITERATURE REVIEW
2.1 Organizational Concepts
Covid-19 is the name of the disease caused by the corona virus. This name is given by WHO (W
orld Health Organization) as the official name of this disease. Covid itself stands for Corona Viru
s Disease-2019. Covid-19 is a disease caused by the corona virus which attacks the respiratory tr
act causing high fever, cough, flu, shortness of breath and sore throat.
According to the WHO website, the corona virus is a large family of viruses that can cause disea
se in animals or humans. In humans, corona is known to cause respiratory infections ranging fro
m the common cold to more severe diseases such as Middle East Respiratory Syndrome (MERS)
and Severe Acute Respiratory Syndrome (SARS). This virus is capable of causing people to lose
their lives so WHO has made the status of this corona virus into a pandemic and asked President
Joko Widodo to establish a national corona emergency status.
Hands are a part of the body that is very susceptible to nesting viruses and bacteria. When
doing various activities, consciously or unconsciously, hands often interact with things that can s
pread germs or viruses, for example opening doors, holding stairs, shaking hands, etc. As mentio
ned above, human hands are very vulnerable to being a breeding ground for viruses and bacteria.
The hand is also an organ whose interactions are very much used for oneself, such as eating, cov
ering the nose, rubbing the eyes and so on. Maintaining hand hygiene is an absolute thing that m
ust be done by anyone, namely by implementing a clean lifestyle by washing hands before and af
ter activities.
Washing hands is one of the activities that must be done especially during the COVID-19 pande
mic. Various experts claim that washing hands regularly with soap and running water is the most
effective way to get rid of germs or viruses. However, if we are out of the house or there is no so
ap and clean water, hand sanitizer tissue or antiseptic liquid can be an alternative for reliable han
d washing.
Tissu Hand sanitizer is one of the antiseptic ingredients in the form of alkaline wipes which is oft
en used as a multifunctional medium which we often find useful for cleaning baby poop or practi
cal hand washing. For some people, washing hands with hand sanitizer is more effective and effi

4
cient than washing hands with soap and water. But if the Tissu hand sanitizer is used continuousl
y it can cause irritation to the skin. Because the basic ingredients of the antiseptic are alcohol and
triclosan which are chemicals.
According to Diana (2012), there are two hand sanitizers, namely hand sanitizer gel and hand san
itizer spray. Hand sanitizer gel is a hand sanitizer in the form of a gel that is useful for cleaning o
r removing germs on the hands, containing 60% alcoholic active ingredient. Hand sanitizer spray
is a hand sanitizer in the form of a spray to clean or remove germs on the hands which contains t
he active ingredient Irgasan DP 300: 0.1% and 60% alcohol. In her research, Diana (2012) states
that hand sanitizers in the form of liquid or spray are more effective than hand sanitizer gels in re
ducing the number of germs on the hands.
2.2 Vision and Mision Formulation
A vision statement is a company's road map, indicating what the company wants to become by se
tting a defined direction for the company's growth. Vision statements undergo minimal revisions
during the life of a business, unlike operational goals which may be updated from year-to-year.
Vision statements can range in length from short sentences to multiple pages. Vision statements
are also formally written and referenced in company documents rather than, for example, general
principles informally articulated by senior management. A mission statement is a brief descriptio
n of why a company or nonprofit organization exists. In one to three sentences, it explains what t
he company does, who it serves, and what differentiates it from competitors. It’s used to provide
focus, direction, and inspiration to employees while it tells customers or clients what to expect fr
om the business.
A. Vision Definition
Every organization or company must have a vision to achieve its success. Vision is what com
panies want in the future. Vision can provide aspirations and motivation in addition to provid
ing guidance or signposts in developing a company strategy. An effective vision statement is
a clear picture of the company that you want to develop. Vision is used as a guide to change
matters relating to the company. Vision tells employees where we are going.
Definition of vision according to Indrakaralesa (2007) Vision is a reflection of basic beliefs a
nd assumptions about all things, concerning humanity, science and technology, economics, p
olitics, arts and culture, and ethics.

5
 Definition of vision according to Arman (2008) Vision is a statement that defines something t
hat the company / organization wants to achieve in the future. Based on some of the vision de
finitions above, it can be concluded that a vision is a comprehensive statement of everything t
hat an organization expects in the future and is made as a guideline or direction for the long-t
erm goals of the organization.
B. Mission
Mission and vision is a series of philosophies or goals set by an organization as the direction
to which the organization or company will be taken. According to Wibisono (2006) mission i
s the setting of goals or company goals in the short term (usually 1 to 3 years). Meanwhile, th
e vision is the company's perspective in the future. The vision is usually set for the long term
(usually 3 to 10 years).
2.3 SMART Analysis
SMART stands for specific, measurable, actionable, relevant, and time-related. SMART is us
ed to assess the suitability of goals set to drive different strategies or improvements of variou
s business processes (Chaffey, 2011, p. 401).
SMART consists of:
a. Specific: to measure real world problems and existing opportunities.
b. Measurable: can the attributes be qualitative and quantitative
applied to create a metric?
c. Actionable: information used to enhance
performance.
d. Relevant: information that is applied to specific problems faced by the company.
e. Time-related: measures or goals related to the specified time period
2.4 Strength, Weakness, Opportunity, and Threat (SWOT) Analysis
SWOT analysis is a systematic identification of various factors to formulate a company strate
gy (Rangkuti, 1997: 19). The strategic decision-making process is always related to the devel
opment of the company's mission, goals, strategies and policies. SWOT analysis is used to an
alyze the internal (Strength and Weakness) and external (Opportunities and Threats) environ
ment, namely Strengths by maximizing strength, Waekness by minimizing weaknesses, Opp
ortunities by maximizing opportunities and Threats by minimizing threats (Shinta, 2011: 17).

6
 SWOT analysis is a way to map the position of the company and customers so that it can hel
p the company formulate its strategy appropriately (Alimudin, A., & Yoga, 2015).

CHAPTER III
RESEARCH METHODOLOGY

3.1. Research Objective

The purpose of this research is to find the customer needs and define the product that will
be produce based on the customer’s desire during this pandemic of COVID-19 eras.

3.2. Data Collection Method

The researchers use one methods to collecting the data. We separated google form to the
students in our university and mostly the respondent are university students in UII. In our
google form we create google form with different purpose for each. the innovation of the
product, talking about the innovation that will be apply in our new product.

3.3. Data Types

In this report two types of data are used as the source for analysis, which are:
1. The primary data obtained from respondents from the questionnaires. There are two
questionnaires; choosing the tool and identify the aspect that will be improved by the

7
 researchers. The first questionnare consist of name, choose the product and the
suggestion of what tool that need to be improved. Second questionnare consist of age,
gender, price, and the innovation for the product.
2. Secondary data is taken from various sources, such as internet, reference books,
journals, and thesis that are related to the research.

3.4. Research Flow

The researchers do the research by some steps above. There are identify the problem, collecting
literature review, processing the questionnaire, collecting the data, processing the data, making
the decision based on the data and then getting the result.
1. Identifying the problem: The researcher determines what product that should be created
by some new innovation during this pandemic of corona virus era.
2. Literature review: After get the problems, the researchers collect the data from previous
study that related with this research.
3. Making questionnaire: Next, the researchers make the questionnaire about what
customer want for the tool in case to fulfill customer needs.
4. Questionnaire processing: the researchers spread the questionnare by using google form
to the customers.
5. Data collecting: the researcher get the data from the questionnaire and collect it into the
data.
6. Data processing: the researchers select the needed data on the recapitulation of
questionnaire into data formulation.
7. After that, the researchers translate the data into the diagram, analyze the diagram and
define what is customer need in the product based on the data.
8. Analyzing the data: after processing the data, the researcher analyzes which the best
category to buy tool based on Customer Need and SWOT analysis.
9. Design : The researcher make the design based on the customer needs with the new
innovation based on the data result.
10. Result: After analyze the data and make the design, the researchers can take conclusion
to produce the tool based on voice of customer and market need.

8
9
 CHAPTER IV
RESULTS AND DISCUSSION

4.1 Company Profile

UKM yellow star is a company that produces bottle packaged antiseptic liquid added with
aroma therapy, which is mini in size and practitioners to carry everywhere, UKM Yellow
Star is located, Jalan Kaliurang Km. 13.5, Besi, Sukoharjo, Kec. Ngaglik, Yogyakarta,
Daerah Istimewa Yogyakarta 55283. The business that will be established this year with a
total of 35 employees and plans to open shops in several places in Yogyakarta. Yellow star
UKM will focus on selling hand sanitizer products combined with several aromatherapy
products. Besides that, yellow Star UKM has the advantage of having quality products and
low selling prices, when compared with other competitors of similar products.Specific,
Measurable, Relevant, and Time Based (SMART) Analysis.

Figure 1 represent product

a. Company logo and philosophy
the combination of a plus sign and a flower symbolizes the meaning of beauty in
maintaining cleanliness. Flowers symbolize beauty and fragrance, while the plus sign
symbolizes health.

10
 Figure 2 logo

b. Value dan Motto Perusahaan

 Value
 CARE (CARE)
Every person in the company is required to pay attention to their duties and respo
nsibilities so that customers feel cared for, assisted and served according to their n
eeds.
 INTEGRITY (INTEGRITY)
Every person in the company must do their job responsibly, professionally and wi
th great pride.
 TRUST, HONESTY (TRUST)
Every person in the company is instilled in upholding the trust, mandate and dutie
s given by the company well, so that customers can feel the company's commitme
nt to the services provided.
 COOPERATION (TEAM WORK)
In a company, an attitude is built to always be able to work with everyone in the e
nvironment. Good cooperation within and outside the company is crucial in the su
ccess of our services.
 INNOVATION (INNOVATE)
The company provides appreciation and space for employees to provide ideas, inp
ut, efforts to improve service and company progress. Everyone in the company is
also encouraged to learn and develop their abilities.
 Motto
“be the best”

11
 c. Tagline Perusahaan
The tagline define as a short description to communicate the value proposition of t
he brand. The tagline of the company that we are decided is :
“ Clean it, Breath in”
d. Organization Structure

e. Vision dan Mission

Vision is a comprehensive perspective and futuristic to the existence of organization and
mission is a statement that explaining the reason for the founding of the organization and
help certify in society or environment. The vision and mission of the company that we
decided as follows

Vision:
“Become the best provider of the hand sanitizer that meets customer satisfaction”

Mission:
1. Providing the best quality product
2. Performing a good marketing strategy

4.2 SMART Anlysis

Analisis SMART
1. Simple
UKM Yellow star Titisari Collection has a vision that has been carried out well, in every
development, especially in the era of the corona virus pandemic. Yellow star SME
continues to develop and innovate to meet consumer needs and desires without leaving the
quality of the product itself. This means that every employee understands the vision
adopted by SMEs
2. Measurable
Measurable is an indicator of clarity, concrete, and measurable and is able to be a
motivation for employees. Yellow star SMEs are increasing online marketing through
social media and e-commerce with the aim of attracting consumer buying interest in this
modern era.
3. Aplikable

12
 The selling price that is cheaper than competitors is one of the main factors in attracting
consumer buying interest. by adding aromatherapy Yellow Start product has its own
superior value.
4. Reliabel
The idea of making hand sanitezer products combined with aromatherapy, during the
pandemic period is very suitable, not only helping to kill germs and bacteria on the hands,
but giving individual value by adding aromatherapy that makes you relax.
5. Time able
Yellow star SMEs will continue to progress and develop and, make innovations to meet
consumer and auction needs

4.3 SWOT Analysis

Table 1 Identifying of Strength Yellow star UKM

NO. Bobot
Faktor Strategis Bobot Rating x
Rating
1. Ability and experience of
employees in the field of 0,12 3 0,36
convection
2. Most of the employees
live near the location of 0,12 2 0,24
UKM
3. There is a good
relationship between 0,12 4 0,48
employees and superiors
4. Adequate production 0,09 2 0,18
machine facilities
5. Able to produce in large 0,09 2 0,18
quantities
6. Innovative and creative in
designing botl with 0,12 3 0,36
various motives
7. Direct product offering
system to prospective 0,12 4 0,48
buyers
8. Friendly service to buyers 0,12 3 0,36
9. Serving purchases in retail 0,09 3 0,27
and wholesale

13
 TOTAL 1,00 2,94

Table 2 Identifying of Weakness Yellow star UKM

NO. Bobot x
Faktor Strategis Bobot Rating
Rating
1. The distribution of goods 0,17 -2 -0,33
was not wide enough
2. Limited transportation 0,08 -1 -0,08
3. Unstable number of agents 0,08 -1 -0,08
4. Less up to date in market 0,17 -4 -0,67
developments and desires
5. Lack of marketing or 0,08 -3 -0,25
product advertising
6. Not fast enough to attract 0,08 -4 -0,33
buyers
7. There is no bookkeeping 0,13 -4 -0,50

8. High operational costs 0,13 -4 -0,50

9. Sales are seasonally 0,08 -1 -0,08
dependent
TOTAL 1,00 -2,83

Table 3 Identifying of Opportunity Yellow star UKM

NO. Bobot
Faktor Strategis Bobot Rating x
Rating
1. Prices are more affordable than 0,12 3 0,35
competitors
2.
Trustworthy raw material supplier0,06 3 0,18

3. Raw materials are easy to get 0,09 3 0,26

4. 0,12
A supportive business environment 4 0,47

14
5. Products are a consumer need in 0,09 3 0,26
the pandemic era
6. Buyer trust 0,09 3 0,26
7. The existence of online product 0,06 2 0,12
sales
8. The amount of interest in buying 0,09 3 0,26
consumers online
9. Convenience for workers 0,09 3 0,26
transacting online
10. Unlimited market segments, 0,09 3 0,26
especially the Muslim community
11. At least competitors for similar 0,06 2 0,12
products
12. There are more competitors from 0,06 3 0,18
outside the region
TOTAL 1,00 3,00

Table 1 Identifying of Threath Yellow star UKM

NO. Bobot
Faktor Strategis Bobot Rating x
Rating
1. Increase in raw material 0,08 -4 -0,32
prices
2.
The number of competitors0,16 -4 -0,64

3. An unstable economy 0,16 -4 -0,64

4. There is an application for 0,04 -3 -0,12
online sales
5. More and more
manufacturers are turning to0,12 -4 -0,48
online systems.
6. Lack of knowledge for
MSME actors about 0,12 -3 -0,36
technology
7. The number of competitors0,04 -3 -0,12

15
 is growing
8. Competitors are faster in 0,12 -1 -0,12
marketing products
Changes in consumer tastes
9. in the choice of product 0,16 -2 -0,32
variations
TOTAL 1,00 -3,12

Discussion of Research Results

Based on the results of the analysis of internal factors and external factors of UKM
Yellow Star in the IFAS and EFAS tables written above, the results can be shown as follo
ws:
1. Total strength score (S) = 2.94
2. Total weakness score (W) = -2.83
3. Total odds score (O) = 3.00
4. Total threat score (T) = -3.12
From the results of the total on each of the above variables, an explanation is needed for d
etermining an effective strategy by knowing the position of the cross axes, namely betwe
en strengths and weaknesses as well as opportunities and threats. To determine the coordi
nate points of the cross the axes will be drawn in the positive and negative lines of the po
sition of each variable.
To find the coordinates, calculations can be done in the following way:
1. Coordinate for Internal Analysis
(Total strength score + Total weakness score): 2 = (2.94 + (-2.83)): 2 =
0.11: 2 = 0.06
2. Coordinate External Analysis
(Total chance score + Total threat score): 2 = (3.00 + (-3.12)): 2 =
-0.12: 2 = -0.06
3. The coordinate point is located at (0.06: -0,06)
Next, the results of these coordinate points are presented on the SWOT matrix diagram to determ
ine the position of the UKM.

16
 DIAGRAM S W O T
II
O
STABILITY Supporting I
Strategy EXPANSIONSupporti
Rationalization ng Strategy
Offensive

W -
0,
0
S
III 0,
6 IV
RETRENCHMENT 0
COMBINATION
Support strategy 6
Support stategy
Defensif Diversifikasi

Diagram 4.1 SME Yellow start SWOT Matrix Diagram

After knowing the meeting point of the diagonals (X), then the position of UKM Yellow Start is
known in quadrant IV or quadrant Combination which shows the diversification strategy. The res
ults of the calculation of each quadrant can be described in the following table.

Table 5 Quadrant Calculations

Kuadran posisition Wide Ranking strategy
matrix priority
I 2,94 ; -3,00 -8,82 3 Growth
II -2,83 ; -3,00 8,49 4 Stabilitas
III -2,83 ; 3,12 -8,83 2 Penciutan

17
 IV 2,94 ; 3,12 9,17 1 Kombinasi

Table 6 SWOT Matrix

STRENGHT (S) WEAKNESS (W)
FAKTOR
INTERNAL 1. Adanya hubungan baik 1. Kurang update dalam
antara karyawan perkembangan dan
dengan atasan keinginan pasar
2. Sistem penawaran
produk langsung
kepada calon pembeli
FAKTOR
EKSTERNAL
OPPORTUNITY (O) STRATEGI SO STRATEGI WO

1. Menjadikan sistem
1. Lingkungan bisnis 1. Kurangnya update
penawaran langsung
mayoritas beragama dalam perkembangan
untuk menangkap
islam dan keinginan pasar
pasar yang mayoritas
diminimalkan dengan
beragama islam
fokus pada segmen
masyarakat islam yang
sudah menjadi
pelanggan utama
THREAT (T) STRATEGI ST STRATEGI WT

1. Pesanan yang tidak 1. Menjadikan proses 1. Meminimalkan

segera dibayar penawaran produk pesanan yang tidak
2. Hilangnya pembeli dengan sistem dibayar dengan
yang mempunyai pembayaran secara mengurangi pembeli
hutang pembayaran langsung guna yang berhutang
meminimalkan
konsumen yang

18
 berhutang.

The SWOT matrix is a way for us to compare the internal environment which consists of strengt
hs and weaknesses with the external environment which consists of opportunities and threats, wh
ere we choose the highest score of each internal and external factor to be connected and see the r
elationship (Alimudin, 2015).

19
 CHAPTER V
CONCLUSION

5.1 CONCLUSION

Based on the identification of internal factors and external factors in the SWOT analysis, the resu
lts of the SWOT matrix diagram show that Yellow Start is in quadrant IV (Combination). Then t
here must be alternative strategies that can be applied, for example:
1. Hoisontal Diversification
namely by adding many variants of hand sanitizer products, for example, with various variants of
aromas such as flowers and various types, the aroma of fruit. And also by adding a theme motif t
o the bottle will increase consumer selling power and attractiveness

5.2 SUGGESTION

This hand sanitizer business has opportunities that can be improved with the same goal. Problem
s that occur in SMEs should be overcome by evaluating the performance that has been done and
developing a better performance strategy. Thus, it is hoped that it can maintain a quality product
at an affordable selling price. By conducting surveys about trends that consumers want, increasin
g promotional aspects such as online marketing through social media Facebook and Instagram ac
counts, using quality raw materials and lower prices in order to minimize production costs.

20
 REFERENCE

Aruma, E. O. & Hanacor, M. E. (December, 2017). Abraham Maslow’s hierar

chy needs and assessment of needs in community development. International Jou
rnal of Development and Economic Sustainability, 5(7), pp.15-17. Retrieved fro
m https://www.eajournals.org/journals/international-journal-of-development-an
d-economic-sustainability-ijdes/vol-5-issue-7-december-2017/abraham-maslows-hi
erarchy-needs-assessment-needs-community-development/
Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In T
ravel Marketing, Tourism Economics and the Airline Product (Chapter4, pp.
69-83). Springer, Cham, Switzerland. Retrieved March 12, 2019, from https:
//www.researchgate.net/publication/319085560_Market_Segmentation_Targeting
_and_Positioning
Darbi, W. (2012). Of Mission and Vision Statements and Their Potential Impact
on Employee Behaviour and Attitudes: The Case of A Public But Profit-Orien
ted Tertiary Institution. International Journal of Business and Social Sci
ence. 3(14), 95-109. Retrieved March 12, 2019, from https://www.ijbssnet.c
om/journals/Vol_3_No_14_Special_Issue_July_2012/11.pdf
Dergisi, U. (2017). SWOT analysis: a theoretical review. The journal of intern
ational research. 10(51), 995-1006. Retrieved March 12, 2019, from https:/
/www.researchgate.net/publication/319367788_SWOT_ANALYSIS_A_THEORETICAL_RE
VIEW

21
 ATTACHMENT

Figure 3 result survey

22
Figure 4 survey questionaire of customer need

23