PROPOSED BUSINESS STRATEGY FOR PT. TRANS BERJAYA KHATULISTIWA

• Main Author: Muhtadi, Mufti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62470
• Institution: Institut Teknologi Bandung

The development of online payment in Indonesia is quite rapid. The government and Bank Indonesia since 2013 have been promoting a cashless society campaign or the non-cash transaction movement to simplify the transaction process. Now most Indonesians are starting to rely on online payments. This development has also triggered a revolution in business development in the field of tourism from traditional to online, for example the development of online transportation and accommodation ticket sales through Online Travel Agents (OTA) which have begun to replace the existence of traditional travel agents. Established since 2008, PT. Trans Berjaya Khatulistiwa is an online ticket purchasing portal which is engaged in land transportation. PT. Trans Berjaya Khatulistiwa positioned the product as an online travel agent, as one of the distribution channels owned by the operator. However, the obstacle faced by the company is the distribution of product lines that make the company not a market leader in the industry. Therefore, this research is discussing on how to develop the business strategy for PT. Trans Berjaya Khatulistiwa using TOWS matrix to be implement so that the company can compete with its competitors.