PROPOSED STRATEGY FOR SANITATION BUSINESS AT PT JAWARA BERSIH NUSANTARA (JAMBAN)

• Main Author: Wahyudi, Joobu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47618
• Institution: Institut Teknologi Bandung

PT. Jawara Bersih Nusantara (known as brand “Jamban”) is a startup company engaged in sanitation, especially in public toilets. Jamban provides services in the form of easy access to sanitation, especially public toilets that are clean, healthy, and safe, supported by internet-based technology and applications. Jamban was initially founded because concerned about the quality of public toilets in Indonesia, especially in tourist spots and public areas. The primary problem sanitation in Indonesia is lack access to a decent toilet because many of toilet business owner and government did not have a standard about service public toilets. That condition triggered Jamban to be solution sanitation in Indonesia. In running its business, Jamban already launched the first product by offers renovated public toilets in tourism spots with high standards supported by the mobile application to find it. Jamban was doing a combined hardware and software concept. Some business issues faced Jamban is revenue and the target traction of users of Jamban products. That condition affects that Jamban cannot scale up its business to increase the existence to be a solution for sanitation problems in Indonesia. Therefore, Jamban needs to review the existing strategy in order to scale up the business. This research explains the analysis of business problems in Jamban and generating the best strategy to achieve the target of user traction. The author identified that external and internal analysis is the condition of business sanitation, PESTEL analysis and for the internal analysis using VRIO. Besides that, the author also analyzes data from interviews with experts in the sanitation sector, survey data, company internal data especially in Jabodetabek. After doing some analysis, the authors find the main problems using root cause analysis. The main problems that faced Jamban are the product is a too high standard, acquisition process, limited capital to expand. The authors, with the company doing research in Jabodetabek and interviewing experts in sanitation to check the problem has been faced Jamban. The questionnaire will be random sampling to capture the requirements and habits of the community about public toilets. The result of the several analyses before, the authors using essential marketing mix 4P for the questionnaire results, 5c model and use the TOWS matrix to generate the best new strategy. The results are for the products Jamban have to create new product focus on technology-based because the community just want to inform about standardized, clean public toilets. For the price still, IDR 2.000, but Jamban can improve in Jamban membership, the place will be a focus on gas station, public area, and tourism spots, and the last promotion will focus on online-based. After that will generate in the TOWS matrix to capture the Strength, Weakness, Opportunity, and Threats to create the strategy for Jamban. After formulation by the TOWS matrix, the author using Diamond Strategy to summarize and more precise for the best strategy for Jamban. Jamban now already in the blue ocean, which is the pioneer and not yet competitor, so the differentiation was very strong. That condition must use imminently by Jamban because the product is easy to imitate. The latest is that authors revised the current business model Jamban more focus on user traction and more collecting the big data.