PROPOSED BUSINESS STRATEGY FOR AUTOMATION SOLUTION PROVIDER IN MANUFACTURING INDUSTRIES

• Main Author: Lo, Ferdinand
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68210
• Institution: Institut Teknologi Bandung

PT CIVIEX Indonesia is factory automation solution provider to manufacturing plants in Indonesia. There are several business issues related with strategy for this company which related with business strategy, sales process model, and high pricing condition. There is no agreed business strategy and sales process model in this company. Lastly, many projects are pending because our product price is too high, because the price calculation came from our headquarter without any consideration in Indonesian market. Internal and external analysis of this company are conducted by using VRIO, PESTEL, and Porter’s 5 forces framework to solve the issue. The result of these analysis is summarized by SWOT framework to know about current company situation. After that, TOWS matrix is conducted to develop business strategy considering the strength, weakness, opportunity, and threat. Sales process modelling also established after getting the suitable business strategy. This sales process modelling came from sales funnel B2B framework which classify customer journey from beginning to end. This sales process model already implemented from December 2021 until now and had good significant results. Lastly about our price, we did financial analysis from future upcoming project about camera inspection system to replace human power. From seller’s perspective, the financial analysis will be done by capital budgeting technique considering customer’s evaluation factors such as NPV, IRR, and Payback Period calculation. Sensitivity analysis is also conducted to see which variables are the most significant to change the NPV value.