PROPOSED BUSINESS STRATEGY TO INCREASE SALES PERFORMANCE OF FAMILY FIRM IN THE HEALTHCARE INDUSTRY DURING THE POST-PANDEMIC ERA

• Main Author: Sapta Aji, Ilham
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70673
• Institution: Institut Teknologi Bandung

The purpose of this study is to provide business strategies to increase the slow sales performance of Multipard Mandiri. The impact of the covid pandemic and lockdown policy has been catastrophic for the world economy, especially in Indonesia. Multipard Mandiri is a family firm that is engaged in the distribution of medical devices specialized in urology. a distributor company of medical devices in the healthcare industry being examined. Despite the challenges during the time of crisis, it catalyzes the company to innovate to ensure its legacies endure. The problem faced by Multipard Mandiri is the declining performance in sales during the covid pandemic from 2020 to early 2022. However, the lack of a system related to salesforce management that integrated the company’s function caused the difficulty for the company to increase its sales performance. This study’s primary was collected through interviews with the company’s owner, marketing manager, and technical manager. To mitigate bias, secondary data from company archives were collected. The company needs suitable strategies to increase its sales performance. In the process of crafting strategy, external and internal analysis must be done. The external analysis was done by using PESTEL, Porter’s Five Forces, and Competitor Analysis, while the internal analysis used resources, capabilities, VRIO, and value chain analysis. The strategy being formulated following the strategy hierarchy consists of corporate, business, and functional strategies. For corporate strategy, operational and corporate relatedness is recommended based on the company’s ability to share and transfer core competencies. The suitable directional strategy for the company is concentric growth because it has strong competitiveness and an attractive market. In business strategy, the company needs to implement a focus differentiation strategy because it provides distinctiveness in the service provided and targets a specific segment in the healthcare industry which is a national referral hospital with a urology department. The functional strategies are formulated with the TOWS matrix consisting of developing a sales force management system, a customer relationship management program, and strengthening its relationship with the principal. Those strategies are being implemented by enhancing the company’s value chain and evolving organizational structure. With those strategies, Multipard Mandiri should be able to respond correctly to the changing environment and achieve higher business growth on a sustainable long-term basis.