ALIGNING PT CEMERLANG INDONESIA STRATEGIES TO GLOBAL CORPORATE STRATEGIES USING SCENARIO PLANNING

• Main Author: Welliam
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63831
• Institution: Institut Teknologi Bandung

Profitability and growth are two important and essential measures to a firm existence and survivability. Profitability is critical to a company's short-term existence, and growth is crucial to long term survivability. Every business wants to maintain its existence and bring value to its stakeholders. Divestment and merger acquisition are part of the company strategy to achieve business growth that fulfil the company objectives, purpose, vision, and mission. In the case of a multinational company, it normally would have a global corporate strategy. Subsidiary companies will follow the strategic guidelines from its parent company. Thus, subsidiary company needs to align its strategy to the parent global corporate strategy. Scenario planning used to answer the key focal issue about how to align subsidiary company strategy to its parent company global corporate strategy. One option for a firm to cope with uncertainty is scenario planning. Scenario planning is a unique tool compared to other decision analysis methodology. Scenario planning uses information on key uncertainties and certainties concerning the future to assemble an information rich illustration that provides eloquent descriptions of future worlds. The data collected in this project comes from literature studies, interviews, questionnaires with internal and external stakeholders. External analysis is using the PESTEL framework and Porter Five Forces model. While internal analysis is using Growth-Share matrix, VRIO framework, and Strategic Diamond model. Information is consolidated to give driving forces that would shape up the future. Two driving forces that give the highest impact and uncertainty, Indonesia economic growth and customer preference to product innovation are defined as critical uncertainty and used to construct a 2x2 scenario matrix. The scenario matrix uses a narrative about coffee, a crop commodity brought to Indonesia by Netherlands colonialism. The stories about corn coffee, coffee bean, instant coffee, and coffee luwak; that are represent a plausible future about chemical industry business in Indonesia for the next 5 years. Implication, options, and early warning systems are explored for each scenario to align subsidiary company strategy to its parent global company strategies.