STRATEGY DEVELOPMENT TOWARDS DISRUPTIVE TECHNOLOGY INNOVATIONS PHENOMENON: PT. TIRTA INDRA KENCANA COMPANY CASE

• Main Author: Agoes, Ravelino
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39710
• Institution: Institut Teknologi Bandung

Logistic and transportation business could not avoid the presence of digitalization process and its technological innovations. The phenomenon of disruptive technology innovation effecting logistic industry especially Third Party Logistic (3PL) service providers starting from foldable container to unmanned transportations. PT. Tirta Indra Kencana (PT.TIK) is one of the 3PL company that is currently affected. Now PT. TIK need to develop strategy towards the disruptive technological innovation phenomenon and use it as competitive advantage. To develop technological strategy, first PT. TIK needs to know the latest logistic technology been used in the business process and day-to-day activities to support its business goals and determine the chance of technology disruptiveness. PT. TIK need to understand the company technology current view based on the disruptive technological innovations. Among these technological innovations that has been disruptive to existing technology owned by PT. TIK, it needs to develop strategy whether to adapt these disruptive technologies or continue using the existing technologies. Managerial decision needs to be taken to strategize its way responding to disruptive technology innovation and implement it effectively. PT. TIK current technological strategy derived from its vision and mission. Then the technology used by PT. TIK is assessed using analysis of technological trends, competitions in logistic (3PL), company capability and competitiveness, and summarized by SWOT analysis. Analysis of technological trends found that in logistic industries, technology supports the effectiveness of product lifecycles, lean inventories, and time sensitive deliveries. Analysis of competition in 3PL industry was conducted by aligning external secondary data with Digital Vortex concept and classifying them to Manual Oslo Innovation Frameworks. This analysis found that PT. TIK falls under technology and services category that feel technology disruptions and focus on New-to-Market technological innovations. After finishing with competition analysis, company capability and competitiveness analysis was conducted using primary data from all stakeholders. With all the factors found, further SWOT analysis was conducted and resulting an aggressive strategy. To develop an aggressive strategy in developing technology, occupy strategy is chosen based on digital disruption concept. Strategic choice is elaborated and develop company readiness using THIO framework as management technology resource. Technological innovation at PT. TIK is aimed at the process and organizational innovations that can improve customer experience and trust. PT. TIK is in the position of sustaining innovation overshooting customer needs. This means PT. TIK only requires technological innovation based on customer/market needs. To address disruptive technology, PT. TIK renews its systems, facilities, strengthens organizations, and prepares human resource competencies that are in accordance with the chosen strategy. A clear budget and time projection of the technology development need to be addressed before going into implementation.