PROPOSED BUSINESS STRATEGY FOR PT. INTI BANGUN SEJAHTERA TBK (IBST) TO IMPROVE COMPETITIVENESS IN INDONESIA’S TOWER INDUSTRY

• Main Author: Akhmad Hafidz, Harry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55783
• Institution: Institut Teknologi Bandung

Towers are an important part of telecommunication infrastructure, especially in Indonesia where fixed-broadband penetration was really low. Evolution of telecommunication technology, robust nasional economic growth, and COVID-19 pandemic contribute to the spike of data demand which brings growth opportunities for mobile network operators (MNOs) and tower companies (towerco). However, there are several challenges that might cap the growth opportunities for towercos such as the intense competition among MNOs and economic downturn due to the pandemic, among others. This final project is written with the objective to provide a strategy for PT. Inti Bangun Sejahtera Tbk (IBST) as a towerco to gain and sustain competitive advantage in the tower industry using analyze-formulate-implement (AFI) framework. Qualitative method is used for the research to gain a deep understanding of the business situations through interview sessions with internal leaders, customers, and competitors, and then using mind mapping method to analyze collected data. PESTEL analysis, Porter’s Five Forces, VRIO framework, Value Chain analysis, and Business Model Canvass are used to analyze the business situations of IBST, both internal and external situations. Based on the analysis results, business strategy and the implementation plan are being formulated. The result of the strategy formulation is a three-phased strategy, consists of (1) “strengthening the core” which focuses on operational performance and efficiency as well as building core competency and infrastructure for present and future business needs, (2) “delivering unique value” which focuses on providing differentiated product and services, and (3) “growth and scale” which focuses on scaling the infrastructure portfolios. To execute the strategy successfully, the implementation plan has been developed complete with initiatives, timeframe, and programs for each phases of the strategy.