PROPOSED BUSINESS STRATEGY FOR KANAGAWA TECHNOLOGY INDONESIA TO INCREASE THE REVENUE AND MAINTAIN BUSINESS SUSTAINABILITY FACING INDUSTRY 4.0 ERA IN INDONESIA

• Main Author: Theresia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53990
• Institution: Institut Teknologi Bandung

PT. Kanagawa Technology Indonesia (KTI) is one of the provider of IT business solutions in Indonesia. It is the subsidiary of its parent company in Japan, Kanagawa Technology Group. KTI was established in 1995 in Indonesia, which conduct business between companies, focusing on providing end-to-end solutions and designing customer’s ICT infrastructures. Their customers come from various industries and segments such as government, manufacturing, retail, oil & gas, as well as telecommunication. However, having success with big projects, did not make the Company achieved recent yearly target and there is Industry 4.0 challenge nowadays to be competitive in the industry and if could, being a disruptor. To understand the condition of the company, the analysis use external and internal analysis of the company. External analysis uses PESTEL analysis, Porter's Five Forces analysis, competitor analysis, and customer analysis. Internal analysis uses VRIO analysis, Porter Value Chain analysis, STP analysis and 7P Marketing Mix analysis. Based on external and internal analysis, the company's strengths and weaknesses along with the opportunities and threats will be described through a SWOT analysis. Based on external analysis, there are several factors that affect the company's performance, such as the success of winning a project that depends on the customer budget and the customer's perception of KTI as an IT service provider that offers products at high prices. Meanwhile, from the results of the internal interviews, there were several problems that occurred within the company such as low supervision of project planning, poor handling of customer complaints, and unclear scope of work, resulting in less focused service to customers. Based on this analysis, business strategies are formulated using the TOWS matrix and the Strategy Diamond Model, along with new market segments. Each market segment will have their own marketing mix approach. Kanagawa Technology Indonesia will have new products and services that accommodate the Industrial 4.0 era, and also need to change company rules and codes of conduct to solve problems in project management and internal business processes, and invest in human resources to improve quality with new knowledge and skills.