#TITLE_ALTERNATIVE#

• Main Author: V. BOMBONG (NIM 29109164) ; Pembimbing : Dr. Agung Wicaksono, M.Sc., MBA dan Dr. Ir. Moh. T, ANDREAS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/14880
• Institution: Institut Teknologi Bandung

Out of more than 3000 health care providers (hospitals, clinics, midwives, rural health care centers) in Indonesia, more than 90% are categorized as Secondary (S2) market with main characteristics such as low buying power and located in remote area. XYZ Medical Indonesia commits to serve more patient. But due to its premium and high quality products, the company only touches patients mostly in a primary (S1) Health Care Providers, roughly less than 5 % of Indonesia population. Infection Prevention Division (“A” Division) is one of the franchises in XYZ Medical that tries to break the limitation. The project is to formulize business strategy for IP Division to maximize its presence and market share in S2 market. The target is to have annual sales of 6 billion rupiah from the projected area only and touch 90% of total healthcare facilities in the area. Alexander Osterwalder’s Business Model template is used as ways to determine strategic plan for the project. Primary data collection is done through deep interview with Key Opinion Leader in Infection Control and field survey at potential areas. Secondary data collection is achieved through internal XYZ Company’s Marketing Data and statistical data from website. The result of data processing combined in business model is the company need to expand to East Java, have business representative in every city of the area, build strong brand identity through training and education to Healthcare Professional, reduce price list in order to be more competitive, and build strategic partnership with Ministry of Health and other professional Infection Organization. From above strategic plans, the project should manage to reach its target of 6 billion rupiah net sales a year and fill the market with “A” Division’s presence in over 90% of total healthcare facilities. The conclusion is that Secondary Market has big potential that in return will benefit the company if treated correctly. East Java project alone would be able to contribute around 15% of national target for “A” Division in the next 5 years. Recommendation: XYZ to start the project in other potential area like North Sumatera, West and Central Java, South and North Sulawesi, East Kalimantan, and East Indonesia, with Surabaya as the hub of distribution. Further studies regarding local production should be done by XYZ Medical Indonesia to have a better competition landscape in the market, as well as better reception by the policy makers as the product will have high local content.