PROPOSED BUSINESS STRATEGY FORMULATION FOR PT MRT JAKARTA TO ACHIEVE SUSTAINABLE COMPETITIVE ADVANTAGE

• Main Author: Nurul Latifah, Syalisha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49190
• Institution: Institut Teknologi Bandung

With an increase in the number of private transportation, traffic congestion in the capital city of DKI Jakarta has diminished the public mobility and productivity level, which triggering to a potential economic loss. Therefore, the construction of the MRT in DKI Jakarta is developed based on the result of the Traffic Analysis Zone (TAZ) according to the Origin and Destination of people in DKI Jakarta (OD Matrix). By executing this analysis, PT MRT Jakarta is expecting to contribute the solutions in providing the public with accessible public transportation to support the mobility of people. Over time, the realization of public interest in welcoming the new modes of transportation is excellent. However, the actual number of expected passengers is considered not optimum. The particular reason is since there are still many people who hesitate to shift from their private transportation to public transportation modes such as MRT Jakarta. This study is seeking to provide a proposed business strategy formulation to assist the company in maintaining a superior and sustainable business position, particularly in the transportation industry. The carried-out external and internal analysis is developing to understand the obstacles and insufficiencies that may occur during the execution of business and operation. The qualitative and quantitative analysis also conducted to reveal customer insights as a justification for developing a strategy formulation and recommendation. According to the analysis conducted, it revealed that the main reason of the respondent’s reluctances in executing the service was mainly due to the unavailability of MRT network surrounded their residential zone, and the lack of accessibility to reach the elevated stations in particular areas. Consequently, many respondents prefer to choose another mode of transportation as a substitution which able to suit their needs in transportation services. Resultantly, a set of suggestion to solve the business issue in concluding this research will be categorizing into three segments, namely Operations, Marketing, Advertising & Promotions, as well as the Human Capital Development. Besides, as a Regional Owned Enterprises (ROE), PT MRT Jakarta is also required to work collaboratively with the government in implementing a Transport Demand Management Planning as a cost-effective application of strategies and policies alternative to increase the company’s capacity and to optimize effective operations. Therefore, the company is able to achieve a sustainable competitive advantage within the transportation industry in Indonesia.