PROPOSED GROWTH STRATEGY AND REASSESSMENT OF BUSINESS MODEL IN RESPONSE TO THE COVID-19 PANDEMIC, USING THE ALIGNMENT SQUARED FRAMEWORK CASE STUDY: PT GLOBAL ESA SOLUSI

• Main Author: Wibisono, Ario
• Format: Theses
• Language: Indonesia
• Subjects: Karya Umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49294
• Institution: Institut Teknologi Bandung

PT Global Esa Solusi (GES) is a private Information Technology Consultant and Software developer. GES builds diverse supply chain solutions for companies and government institutions in Indonesia. Looking at the potential market of big data and business analytics, as well as asset management, surely can increase the revenue and market share. However, currently, GES does not show a significant increase related to those potentials. According to GES management, the business is now operating in a slow situation that needs a change to optimize the opportunities and potential markets.. This research is intended to formulate the growth strategy of PT Global Esa Solusi. The author is using qualitative and quantitative methods to approach the research objectives. The quantitative method is used in the quantification of SWOT analysis, the quantitative strategy planning matrix, and the prioritization of functional strategy resulted from TOWS matrix. While qualitative method is used for internal and external analysis of the research. The corporate strategy formulation consists of three stages, i.e., the input stage, where the combination of two analyses (internal and external) is used to identify the strengths, weaknesses, opportunities, and threats (SWOT). Matching stage, where the quantification of the SWOT method is used, and link the result with the Grand Strategy Matrix (GSM) to formulate the alternative growth strategies. Finally, in the decision stage, the Quantified Strategy Planning Matrix (QSPM) is used to choose the best corporate strategy alternatives. The business-level strategy is determined by using Porter’s Generic Strategy, while functional strategy is generated by using TOWS matrix analysis. This research also uses the Alignment Squared Model to reassess the company’s business model in response to the Covid-19 pandemic. Based on the results, the intensive strategy has the highest score (7.35), compared with Integrative (6.4) and Concentric Diversification (6.95), which means, GES should focus on implementing the intensive strategy as the corporate strategy. GES should choose the differentiation-focus strategy as its business-level strategy. The business-level strategy formulation resulted in 10 alternative strategies that in line with the intensive strategy. The business-level strategy further divided into five functions, i.e., Finance, marketing, R&D, Corporate Development, Operational, and Human Resources. To cope with the Covid-19 pandemic, the assessment suggested an additional alternative functional strategy that can be used and strategy shifting.