BUSINESS STRATEGY IMPROVEMENT AT PT SURYA UTAMA NUANSA

• Main Author: Satriawan, Andika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42635
• Institution: Institut Teknologi Bandung

This final project aims to provide business strategy improvement to PT Surya Utama Nuansa as a company oriented to the utilization of solar energy, including rooftop solar panels. The development of the rooftop solar panel business in Indonesia is predicted to slow down after the issuance of the Minister of Energy and Mineral Resources Regulation at the end of 2018. This regulation regulates the use of solar rooftop for PT PLN customers and includes several points that are considered to reduce the attractiveness of using solar rooftop such as the export value has multiplier number of 0.65, prospective users to make requests to PT PLN, and industries in certain category will be charged capacity charge fees. Although the number of users of rooftop solar panels continues to increase, the numbers are still relatively small and focused in big cities. It is known that in general awareness of the technology, cost and benefit, and regulations of solar rooftop is still low. From a technical perspective it is known that the problem of high investment costs and maintenance costs is the dominant inhibiting factors. In this condition, PT Surya Utama Nuansa must diversify its target markets. Arena that can be taken into consideration by companies is targeting the use of rooftop solar panels for housing and market segments where residential buildings / activities are required by the government to install solar rooftop. Public services such as churches can also be used as an alternative target market for installing rooftop solar panels given their longevity characteristics and centralized location, allowing for greater cash inflow. To answer the challenges of diversifying target markets, companies can adopt operational excellence strategies. This strategy is oriented to the values of system reliability, transaction speed, and competitive prices. In its development, the company can continue to develop by cooperating with banks to add financing schemes and expand their wings to expand the operation and maintenance business.