STRATEGY DEVELOPMENT TO IMPROVE MYPERTAMINA DIGITAL PAYMENT PLATFORM

• Main Author: Faiq Pradhila, Mhd.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46596
• Institution: Institut Teknologi Bandung

The disruptive changes of digital transformation are currently sweeping through the energy industry. The impact of digital technology reaches new areas which can result in changes to business models and business processes. PT Pertamina (Persero) does not want to be left behind in providing services in digital era through MyPertamina, an integration of a loyalty program and e-payment services that provides all Pertamina customers ease of payments and ease of access to their services. the business is facing several competitions in the digital payment industry. Most of the competition is widely known already in Indonesia especially in big cities. On the other hand, the products and services of MyPertamina is only known by several users. Moving Forward, a business strategy for MyPertamina becomes an urgency because they are relatively new in the digital payment industry. To analyze the current situations that the business is facing, Internal and External business analysis are used through the usage of tools and frameworks. Internal analysis uses VRIO and business Model Analysis, while external analysis uses PESTEL and Porter’s Five Forces Analysis. The output is used to formulate business strategies using several tools and framework, which are SWOT analysis, TOWS Matrix, Porter’s Generic Strategy, and Strategy Diamond. Finally, the business solution is poured once again into a business model canvas, making changes and additions to the existing business model. The purpose of this study are to identify how PT Pertamina (Persero) can improve its MyPertamina business unit to bolster growth and profitability of the company as well as sustainable competitive advantage to compete with other competitors of the business unit.