| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 106 === Nowadays fierce competition pushes any company to make decision faster and more accurate since any market changes can be more unpredictable. There then rises need to realize leading indicators of company performance to quickly evaluate the ongoing or planned strategies in a company; since it will give the managers to manage some decisions more accurately, fit, and reliable to the actual competition condition. This study proposes two new metrics as the leading indicators of company performance, namely advertising ‘reach’ and endorsement ‘likes’; and utilize best combination of marketing-mix elements to generate the highest profit for the company, with the profit being the lagging indicator of company performance. By using system dynamic approach and genetic algorithm to generate the highest profit of the company, this study will capture and utilize leading and lagging indicators that could be used to evaluate the performance of a company. This study uses the data from a small fashion company in Bandung, Indonesia. The result of the simulation that the higher the effectiveness of advertising and endorsement programs, the more they benefit the company in terms of Sales Volume and Number of Customers; while the higher the number of ‘reach’ and ‘likes’ will result in the bigger number of people aware of the existence of the brand.
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