DEVELOPING STRATEGIES OF MEDICAL DEVICES DISTRIBUTOR TO ANTICIPATE SCENARIOS OF FUTURE UNCERTAINTIES

• Main Author: Cynthia, Isabella
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75113
• Institution: Institut Teknologi Bandung

Indonesia is projected to become the fastest aging Asian country by 2025, driving an increased demand for advanced medical devices due to the implementation of the public health insurance system. However, strict government regulations and a heavy reliance on imported medical devices have prompted the introduction of new policies favoring local manufacturing. This sudden policy change has disrupted many companies in the industry, necessitating their quick adaptation. To ensure the long-term sustainability of PT Sehat Berkah, a medical equipment supplier, this study focuses on developing scenario planning to navigate the industry's uncertainties. Data is collected through stakeholder interviews and combined with theoretical foundations. Internal analysis using the resource-based view and VRIO analysis, along with external analysis using PESTEL and Porter's Five Forces, helps identify key driving forces. Among the 15 driving forces identified, skilled workforces and the company's reputation have the most critical impact and uncertainties. Despite the dynamic nature of the industry, a strong internal environment can strengthen PT Sehat Berkah's market positioning, mitigating the impact of external forces. Four scenarios—Sky High, Missed the Flight, Heavy Turbulence, and Mayday—are developed, along with implications and options for each. Eight early warning indicators are identified, and PT Sehat Berkah must pursue the Sky High scenario for sustainability. Management plays a crucial role in aligning strategies with external conditions, strengthening the company's market position through reputation management. This involves reviewing the company's position, monitoring employees, providing training, updating strategic plans, evaluating supplier support, addressing customer complaints, and reviewing CAPA implementation.