BUSINESS STRATEGY FOR BTG DIGITAL SOLUTION TO EXPAND ITS MARKET IN INDONESIA AS THE INDUSTRY 4.0 KEY ENABLER

• Main Author: Asvan H Pasaribu, Maruli
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53517
• Institution: Institut Teknologi Bandung

With Industry in Indonesia as one of the largest contributors to Indonesia's gross domestic income and competing globally, Industry 4.0 is one of the important components that can help Industry to continue to develop and bear production costs. BTG is a company based in Switzerland and focuses on sensor measurement technology, data acquisition software, analytics and process control which is more focused in the pulp and paper industry. Although in developed countries software solutions from BTG have been implemented and sold for segments outside pulp and paper, this is not the case with Indonesia. For Indonesia, the company is still focused on the pulp and paper market. Given the market potential beyond pulp and paper, this research is aimed at analyzing and designing a business strategy for BTG to develop a market outside pulp and paper in Indonesia. By using PESTEL's external analysis and the strength of the data, the results of the analysis of opportunities and threats for BTG will be obtained in expanding the market. There is also an internal analysis to see the company's core competencies in the software field and VRIO to analyze whether the company has a component of sustainable excellence. From external and internal analysis, a SWOT matrix can be transformed into a TOWS matrix and the Strategy Diamond Model, which is a strategy that companies will use to penetrate new markets. It can be argued that there is great potential for BTG to expand its business beyond pulp and paper and products or solutions such as data acquisition, data analytics and predictive control models can be used in other industries. Realistic target industries are industries that share some or some similarities with the pulp and paper industry such as cement and power generation. One of the first steps to developing a business is to use local partners who have knowledge and knowledge of the target market. Internal development and increased resources are also needed to support this strategy.