BUSINESS STRATEGY OF PTAI TO ENHANCE CORPORATE BRANDING AND ACHIEVE SUSTAINABLE GROWTH DURING THE UNCERTAIN CIRCUMSTANCES OF THE CONSTRUCTION INDUSTRY DUE TO COVID 19-PANDEMIC IN INDONESIA

• Main Author: Kurniawan, Ichsan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65391
• Institution: Institut Teknologi Bandung

Pandemic COVID-19 that struck the world, including Indonesia, has drastically changed the business environment and competition. As a result, many companies re-align their business strategies to win the competition and, most importantly, obtain a Sustainable Competitive Advantage (SCA) level in the current challenging and uncertain circumstances. As a country with a total population of 275 million, Indonesia has made remarkable development strides in the 21st century, including stable economic growth and a significant poverty reduction. Indonesia's demographic trends support the acceleration and expansion of Indonesia’s economic development; its growing middle class and the abundance of its natural resources are critical contributing factors. Indonesia has vast economic potential in Southeast Asia and has become a G20 member. The construction industry plays a vital role in Indonesia’s economy. There is a close linkage between the growth of the construction industry and Indonesia’s economy. Indonesia's construction industry was experiencing increased growth due to increases in infrastructure construction. Besides infrastructures, energy transition occurs in power plants through renewable energy and final energy supply in the energy sector. Similarly, digital transformation is forecasted to be a “boom” market in Indonesia now and in the future. PTAI is an international multidisciplinary engineering company offering design, engineering, and advisory services to the value client. As a global company operating in Indonesia with open competition in the market, PTAI has identified critical business issues as part of its business strategies, such as branding, sustainable growth, and profitable business. PTAI has the vision to be among Asia Pacific's top-tier engineering consultants. Well-planned and targeted marketing, branding, and communication approach should be consistently implemented to introduce PTAI’s expertise and capabilities in the local market. Further, PTAI shall keep the core market and expertise, especially in the mining assets/infrastructure, data center, and power & renewable energy. The core market that PTAI is playing is also aligned with the Government's initiative, i.e., digital transformation and green and sustainability energy. It also corresponds to the Blueprint 2023 set out by the corporate (A.G.). Simultaneously, PTAI should also look into the growing market and become the development priority of the Government, mainly infrastructure and the environment. PTAI should also penetrate the industrial sector as it is also a market that will grow significantly in Indonesia. Selected project management expertise can also be offered to the client, especially in the expertise is part of the core market or the new market in which PTAI is involved as a complete package. PTAI’s corporate value can become an added value to the clients. The company values such as health & safety and well-being, diversity, equity, inclusion, innovation, eminence, and digital are the values that can enhance the company’s efficiency and effectiveness, which ultimately can compete against its competitors playing in the same field in Indonesia. By implementing the right business strategies and using the available resources and strong corporate values, it is forecasted that PTAI will achieve a Sustainable Competitive Advantage (SCA) status within the next two years.