COMPREHENSIVE ANALYSIS ON BUSINESS STRATEGY TO INCREASE ENTHUSIASTIC CUSTOMERS AT PT HILTI NUSANTARA

• Main Author: Rolando Orosa, Noel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46628
• Institution: Institut Teknologi Bandung

Business strategy is a firm’s theory of how to gain competitive advantage in a single business or industry (Jay B. Barney, 2015). Related with the Business strategy, the author takes an example of a business strategy in PT Hilti Nusantara where the purpose of the business strategy at Pt Hilti is to create sustainable value creation to increase customer enthusiastic by having an operational excellence. The current problems according to the business strategy at Pt Hilti Nusantara are complicated business processes, long bureaucracy, lack of clarity on standard operating processes, and no added value activity. Another problem is customer relationship management about customer loyalty. The measurement of loyal customers is measuring by the difference in customers who buy Hilti products, frequency of purchases customers buy Hilti products in one year, variations of products purchased in one year, and purchase channels through whom. The measurement is not based on what the customer needs. By this finding issue, the services which offered to the customer is not in accordance with what the customer needs. The objective of this study is to find the critical issue with the existing Business process at Pt Hilti Nusantara and to propose the solution on the Business process at Pt Hilti Nusantara. To strengthen the analysis of the company's business strategy, the authors start with the primary analysis, it conducts by the interviews with executive management, the purpose of activity is to getting information about the company's current condition and find the existing problem in the business process. The secondary analysis to get more analysis, the author maps the current conditions of operational process, the purpose of the activity is to find the issue in current operational process. Other analysis to strengthen the analysis is using the framework of SWOT Analysis and Business Model Canvas. These methods are used to analyze the conditions in internal company. To analyze the external condition author using the framework of PESTEL and Porters Five Forces. Result of the comprehensive analysis is answering the objective which is to find crucial problem within the company. The crucial problem is complicate on operational processes, lack of lean processes, the issue of customer perspective about Hilti, and lack of customer relationship management. Another crucial issue on external problem found such lack competitors’ analysis, the customer behavior issue, and frequency of changing regulations from the government. The Result of comprehensive analysis also propose the solution to Pt Hilti Nusantara. It proposes to minimize the issue and achieve the target of business strategy which is create enthusiastic customer. The activity that Pt Hilti can do to improve the business process are perform lean management such a balance score card activity to improve operational processes, Office Strategic Management where evolving the whole company organizations to improve the company's business strategy, other solution is using customer relationship management tools, these will integrate the processes, people and technology. The CRM (customer relationship management) activity that can perform are mapping the customer behavior, converting them into loyal customers, retaining existing customers and conducting the customer survey to get more analysis about satisfy and loyal customers.