PROPOSED BUSINESS STRATEGY FOR COGEND PHARMACY USING DIGITALIZATION IMPLEMENTATION

• Main Author: Haezer Edi Mual, Eben
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39353
• Institution: Institut Teknologi Bandung

Pharmaceutical industry’s growth sustainable each year. The growth supported by good economic stability, which affects all pharmaceutical industry stream. Retail pharmacy as the downstream business of the pharmaceutical industry, shown growth increasing with each year. Cogend Pharmacy is a company concentrating on the retail pharmacy business for the last 21 years. The business covers all around Indonesia region supported by 1673 physical outlets comprises 1080 pharmacies, 500 clinics, 45 clinical laboratories, 10 optics, and 2 beauty clinics. The objectives of this thesis is to analyse the possibility of a new business strategy by using technology, using digitalization implementation and provide a recommendation regarding the new strategy if workable to execute, to expand the company competitive advantage and increase revenue. Cogend Pharmacy’s analysis results shown 6 key parameter affecting business expansion by using technology. The 6 key parameters are Sales - Number of Sales, Digital Online Trading - Digitalization in Trading Pharmacy Process, Customer - Customer Focus, Business Competition - Business competition among competitors, Revenue Stream - Revenue Stream & ROI, Investment - Investment on Digital Transformation. Based on this finding, the company needs to handle each parameter for activating technology to competing in the industry. Technology-based strategy activates through mobile system implementation (digitalization). With the new proposed strategy, Cogend Pharmacy will increase the sales number by accommodating technology as business drivers. The strategy implementation should collaborate with a reliable partner for fulfilling investment plan requirements. The implementation plan proposed short-term, medium-term and long-term phase. The implementation plan intends to optimize the strategy to increase company revenue and create a new competitive advantage for Cogend Pharmacy in reforming into Digital Healthcare Company.