PROPOSED BUSINESS STRATEGY FOR START-UP BUSINESS OFFERING TECHNOLOGICAL SOLUTION FOR BUSINESSES; CASE OF PT OPTIMA DIGITAL CORPORINDO

• Main Author: William, Jonathan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34058
• Institution: Institut Teknologi Bandung

PT Optima Digital Corporindo (PT ODC) is a company that provides technological solutions for businesses. This project aims to help PT ODC grow and be competitive in the market. The objectives of this project involve identifying the essential features that users hope to get in technology solutions and to develop a strategy to commercialize the products & services based on the needs and expectations of the users, stabilize the operations of the company, set the research & development strategy and priority. This project uses qualitative research through interviews with several business owners and purchasing manager to get an understanding of what top management expects when looking for a technological solution. Quantitative method is used in the form of questionnaires to users that uses software applications in their daily work to understand what they look for in software application. Secondary data is then used to further add to the analysis. The research then continues with internal and external environment analysis. External analysis is conducted using PESTEL Analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Customer Analysis that is based on the interview and questionnaires mentioned beforehand. Internal analysis is conducted using Resources & Capability Analysis, VRIO Analysis, and Value Chain Analysis. The result of the analysis is then further analyzed with SWOT Analysis. The result of the analysis is then used to formulate the strategy using Porter’s Generic Competitive Strategy and TOWS Analysis. The resulting strategy is then derived to form the marketing mix to decide on the Product, Place, Price, and Promotion to commercialize the product and services of PT ODC. The business strategy is then plotted into the business model canvass.