APLIKASI RANTAI MARKOV DALAM MENGANALISIS PANGSA PASAR TERHADAP PRODUK SABUN MANDI KESEHATAN (Lifebuoy, Dettol, Nuvo, dan Medicare) (Studi Kasus di Wilayah Surabaya Timur)

In line with the development of today's economy is more dynamic, a result of competition between companies is becoming increasingly stringent. One of the competing products at this time is the product of health soap. In Indonesia there are many different kinds of soap are widely used public health such as Lifebuoy, Dettol, Nuvo and Medicare. Current problems faced by manufacturers of soap is a percentage of sales poduknya health progressively declined. Therefore companies need to monitor the health soap periodic position their products against competitors products in order to analyze its product market share and market share of changes that occur. Given these problems the research is done using the Markov Chain method to predict the market share of each health and bath products using SWOT analysis to determine appropriate marketing strategies. Percentage of health soap market share in the first period (October 2011) is as follows: 48% Lifebuoy, Dettol by 26%, 19% Nuvo and Medicare 7%. While the predicted percentage of market share to reach equilibrium conditions for each of the health soap brand acquired in the period to 10 (July 2012) are as follows: 42.1% for Lifebuoy, Dettol by 38.9%, Nuvo by 12% and Medicare 7%. Marketing strategies used PT Wings Surya for soap product that is the strategy Stability Nuvo health (care) is the strategy adopted without change the direction of the strategy has been applied in other words doing the same strategy today