BUSINESS STRATEGY DEVELOPMENT FOR PT ASTRA OTOPARTS TBK WINTEQ DIVISION AS THE INDUSTRY 4.0 INTEGRATOR

• Main Author: Leonard Andreas, Hansen
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55779
• Institution: Institut Teknologi Bandung

Industry 4.0 is a trending term which depicts a radical revolution in how industry players integrate and improve its business by incorporating information and operation technologies. However, there is a gap between the awareness and implementation of Industry 4.0 because of lacks of conceptual understanding and implementation competence. Since 2018, PT Astra Otoparts Tbk., through its Winteq Division-Smart Factory Unit as a system integrator for automotive industry, captures this gap or demand by offering engineering solution service which is specialized in facilitating Industry 4.0 transformation. In practicing its business, Smart Factory Unit faces several issues which consists of developing/scaling up its business, lack of customer’s digital literacy, negative customer’s management attitude toward Industry 4.0 investment, and business scale misidentifications. In order to address these issue, internal and external environment of the business are analyzed by using VRIO, PESTEL, and Porter’s 5 Forces frameworks. The data is obtained by conducting interviews and discussion with Smart Factory Unit’s employees. The result of this analysis is summarized by using SWOT framework and translated into strategies by using TOWS. There are 21 alternative strategies identified in this Final Project and compared to the existing strategies of Smart Factory Unit. The strategies then mapped into value-complexity matrix to sort out the priority of the strategies. Revamping readiness tool strategy is chosen as the prioritized strategy since it possesses high potential value which solve the identified business issues with relatively low complexity to execute. INDI 4.0 is recommended to be extended by using SIRI’s prioritization matrix which enable digital concept learning, linking Industry 4.0 to business goal, and deeper insight on target company’s business scale. INDI 4.0’s levels also need to be redefined to be able to provide maturity assessment.