SCENARIO PLANNING APPROACH FOR PT. VIEWTRON INDONESIA IN DEVELOPING ITS BUSINESS IN INDONESIA

• Main Author: Novi Syukriadi, Loethano
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53677
• Institution: Institut Teknologi Bandung

Projectors are products that booming globally and promising business in the future. Based on market reports by ReportLinker, the global market for projectors is growing in average CAGR (Compound Annual Growth Rate) at 16.2% for the analysis period 2020-2027. Asia Pacific market is a region that shows an increasing trend of sales and Indonesia is one of the targeted countries in the Asia Pacific region to be focused on. PT Viewtron Indonesia (later mentioned as PT ViewTron) as a company was just established in Indonesia in 2018 even though its official products of monitor, projector, and other products have been distributed in Indonesia since 2001. ViewTron’s value proposition is innovative high-end technology and high-quality products as responses to its customers’ expectations. One mission of ViewTron is to be segment king in every portfolio wherever they are doing business. PT ViewTron has the ambition to increase its market shares in Indonesia with an average CAGR of 20% in three to five years ahead. Given its presence in Indonesia is just two years old, the company needs to develop strategic plans over the next five years that can adapt to changes and challenges in the future. Scenario planning is used as an approach to develop strategic planning based on driving forces and critical uncertainties that are plausible affecting business performance and opportunities in the future. Driving forces are obtained through interviews of key positions that discussed macro-environment, industry competition, and internal company environment. Analysis of interview results was conducted to identify several key uncertainties that affect industry and company. The analysis is then continued through focus group discussion (FGD) to reconfirm interview results and to determine two critical uncertainties that construct a scenario of 2x2 matrix framework with axes Government Stability and Infrastructure Readiness. FGD also produced narratives of each scenario from the four alternative scenarios available. From those scenarios, implications toward the company and business are identified including appropriate strategic options and actions to take when scenarios happened. Based on the identified strategic options, strategic imperatives are developed as guidance for the company to deal with the future. Finally, early warning signals are defined as an alert system to the company that notifies the company to which scenario the company should be heading. Afterward, an implementation strategy plan is developed as a reference for the company to deal with future challenges and changes of the business over the next five years.