SCENARIO PLANNING DEVELOPMENT FOR PT HUBER INKS INDONESIA IN FACING DIGITAL DISRUPTION IN PRINT MEDIA INDUSTRY

• Main Author: Catur Suhariyono, Bambang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53573
• Institution: Institut Teknologi Bandung

The rapid development of digital technology has been disrupting the value of goods and services. New media communication technology offers media convergence that provides accessible speed, flexibility, and updated information. The existence of print media such as newspapers, magazines, books, flyers, and brochures has become less. This affects all print media industry suppliers, including a printing ink company. The printing ink company will get decreasing revenue especially if most of its revenue comes from print media ink sales. Digital disruption is a certain thing, but uncertainty arises because of the pros and cons of using digital devices in children's education and the freedom of online journalism that provides doubtful information. The company also needs to prepare themselves by making a strategy for the future that is full of those uncertainties. In this case, scenario planning can help the company to manage the uncertain future so that they can quickly adapt to the changes or the critical situations in the future. The key focal issue of this project is how digital disruption in the print media industry will affect a printing ink company over the next 5 years. The scenario planning development helps the company foresight the future of digital disruption in the print media industry, offers recommendations to overcome its challenges and provides implementation activity plans as the company’s strategy guidance. Scenario planning stages introduced by David A. Garvin guide the flow of this project. This project forms an expert team to get qualitative data through a series of focus group discussions in which the iteration reframing and reperception were introduced by Rafael Ramirez as part of an Oxford Scenario Planning Approach (OSPA). It is matched with the TUNA context when the turbulence, uncertainty, novelty, and ambiguity happen in the current Covid-19 pandemic. This project also incorporates an external assessment of the PESTEL framework and an internal assessment of the dynamic capability framework introduced by Einar Lier Madsen. Many driving forces were identified during the discussion. The ranking of the driving forces identifies the pandemic and global ink network support as two critical uncertainties and deductively constructs the initial scenario framework. The expert team challenges the initial framework scenario and comes up with the final scenario framework that consists of four future scenarios. The scenarios perform that future challenges of the print media industry are very dynamic. The company must be able to respond to emerging scenarios and adapt the strategies accordingly.