SCENARIO ANALYSIS FOR ALTERNATIVE MARKET SEGMENT IN PORT BUSINESS (CASE STUDY OF PELABUHAN BANUA)

• Main Author: Pramono, Riswan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75987
• Institution: Institut Teknologi Bandung

Profitability is an essential factor to measures a firm existence and survivability. Profitability is critical to a company's existence, and profitability retention is crucial to long term company survivability. Every business wants to maintain its existence and bring value to its stakeholders including Pelabuhan Banua. In order to actualize the goal to give value to it is stakeholder immediately, company need to assess which market segment that could give sustainable profitability in the current condition and make sure it is also meet with it is current resources. Thus, to find out which condition could contribute to the goal of the company this research analyze several scenarios uses information on key uncertainties and certainties concerning the future to assemble an information rich illustration that provides eloquent descriptions of future worlds. The data collected in this project comes from literature studies, published information and news and interviews with internal and external stakeholders. External analysis is using the PESTEL framework and Porter Five Forces model. While internal analysis is using VRIO framework, and Financial Ratio analysis. Information is consolidated to give alternative scenario that further analyze from the financial aspect. Every alternative scenario is elaborated into financial model projection in 10 years’ period with differences on revenue and cost assumption following the scenario. The analysis concludes which among the scenario could give better profitability that can contribute better valuation at the end of the projection. The valuation of Pelabuhan Banua present value at the end of the projection becoming the basis of shareholder expectation in regards to their investment return.