PROPOSED BUSINESS STRATEGY FOR PT ADHYA AVIA PRIMA TO ENCOUNTER THE DIGITAL LOGISTICS INDUSTRY

• Main Author: Yossi Elmira, Adelina
• Format: Theses
• Language: Indonesia
• Subjects: Karya Umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38738
• Institution: Institut Teknologi Bandung

PT Adhya Avia Prima is a logistics company founded by Triyosowati since 2003. With the rapid development of technology, it affects the change in people's behaviour, especially in Indonesia. This has an impact on businesses in the logistics sector where there is significant number increase in market demand. The increasing market demand balanced with the increasing competition in this sector. As a company that has covered national scale, it is necessary to strengthen capabilities and competitiveness, improve weakness and company’s problem and have a sustainable competitive advantage. In analyze the external and internal factors used to determine the condition and environment of the company. External factors use PEST, Porter 's Five Forces and Competitive Analysis to determine the opportunities for the logistics industry on a macro basis. Otherwise, internal factors using Value Chain, VRIO and Business Model Canvas to find out the weaknesses and advantages of the company that can be used as insights in creating a business strategy. To formulate an appropriate business strategy for the company, The Diamond Strategy Framework was carried out, in order to found out the company's competency advantages. The Porter Generic Strategy are recommended to the company to change the business strategies from focused low leadership to focused differentiation. Moreover, the company needs to improve the business model therefore hereby proposed Business Model Canvas so it can remain competitive in the competition. With the results of the analysis obtained for the company, it was elaborated on the implementation plan such as developing brand identity, developing digital platforms namely company websites, making training for employees on a regular basis, recruiting workers in marketing, and developing live tracking systems for real-time item tracking. The plan of implementation plan is expected to solve the company's problems and improve competency advantages on an ongoing basis.