PROPOSED BUSINESS STRATEGY TO ACHIEVE GROWTH AND GAIN COMPETITIVE ADVANTAGES IN A HIGH-GROWTH OF INFORMATION TECHNOLOGY INDUSTRY (A CASE STUDY OF LABTEK INDIE)

• Main Author: Faiz Argiansyah, Rifqi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68593
• Institution: Institut Teknologi Bandung

Labtek Indie is a digital product development consultant that has been established in 2012. Labtek Indie provides end-to-end digital product development that covers user research, product design, and software development. While the IT market in Indonesia reached a growth rate of 14,7%, Labtek Indie experienced stagnation in service sales. According to Labtek Indie’s sales data for the last three years, Labtek Indie’s service sales is not increased. The issues are caused by a decrease in marketing activities as a result of the company’s operational issues. Therefore, Labtek Indie requires a business strategy to achieve growth and gain competitive advantages in the high-growth of information technology industry. This research is aimed at assisting Labtek Indie in achieving growth and gaining competitive advantages through business strategy and implementation plans which will be discussed in the following chapter. Business issue exploration is carried out by reviewing the company's external and internal conditions. External conditions include general environment analysis, industry analysis (Porter's Five Forces), customer analysis, and competitor analysis. The internal analysis then includes resource analysis and activity chain analysis of Labtek Indie which is concluded with an analysis of the core competencies of Labtek Indie. The entire analysis is then concluded through SWOT. The primary data of the research was obtained through interviews with the company’s stakeholders and interviews with experts in industrial information technology. Secondary data is then obtained through company documents as well as academic journals and other references such as reports and online articles to complete the analysis. In the third chapter, Labtek Indie's business strategy is proposed to achieve growth and gain competitive advantages through the diamond strategy based on a SWOT analysis. All aspects of the diamond strategy including arenas, vehicles, differentiators, stages, and economic logic are analyzed so that it becomes a complete business strategy. This study proposes that Labtek Indie implement a differentiation strategy through the development of internal activities organically. In addition, it is also proposed regarding the target segment and the stages in carrying out the strategy so that Labtek Indie can achieve growth and gain competitive advantages. Finally, in the fourth chapter, a strategy implementation plan is proposed based on the business strategy proposal in the previous chapter. This plan includes activities that need to be developed by Labtek Indie along with the schedule of each activity.