BUSINESS STRATEGY FOR THE POST COVID-19 FUTURE IN TRANSPORTATION SECTOR WITH SCENARIO PLANNING ANALYSIS (CASE STUDY OF PT. BLUE BIRD TBK.)

• Main Author: Sugiarto, Hery
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53416
• Institution: Institut Teknologi Bandung

The transportation industry, especially land transportation, is a dynamic industry. Within the framework of the Covid-19 pandemic, the transportation industry is one of the industries that has been most affected. In the past, the land transportation industry has also experienced disruption with changes in the way consumers get services from conventional to online. For anticipating future change and disruption, PT. Blue Bird Tbk. as one of the providers of land transportation services in Indonesia requires a comprehensive strategy based on a long-term understanding of the future. This final project focuses on developing scenario planning to provide insight for decision makers at PT. Blue Bird Tbk. in increasing the company's ability to be more dynamic, agile, and adaptive in facing change. The scenario developed base on two critical uncertainties which are the Change in Customer Behaviour and Mass Transport Infrastructure Development. The plausible scenarios that might affect to PT Blue Bird Tbk between 2020 – 2025 are: (a) Blue Sky Scenario – The Customer Behaviour support the usage of public and mass transport and the Mass Transport Infrastructure is developed well; (b) Economist Scenario - The Customer Behaviour support the usage of public and mass transport but the Mass Transport Infrastructure is low developed; (c) Jammed Scenario - The Customer Behaviour is not support the usage of public and mass transport and also the Mass Transport Infrastructure is low developed; and (d) Individualist Scenario - The Customer Behaviour is not support the usage of public and mass transport but the Mass Transport Infrastructure is developed well; PT Blue Bird Tbk need to have different approaches in every scenario but also should have generic factors that can be applied to maintain business sustainability through all scenarios. It should be aware to the early warning signals to develop correct strategy imperatives.