PROPOSED BUSINESS STRATEGY FOR BRAGA TECHNOLOGIES (PT. BRAGA TEKNOLOGI NUSANTARA)

• Main Author: Alma Yoka, Artia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76922
• Institution: Institut Teknologi Bandung

Braga Technologies is a technology company that is engaged in providing solutions to all business problem with technological approach. With three core products: Geodashboard, customized product, and data services. In 2019, Covid outbreak affect business situation that leads to decline due to lockdown and economic fall. However, Covid-19 pandemic create opportunity for IT sector to grow. Reflect the situation, in 2020 to 2021, Braga Technologies suffered loss in income as of minus 903,167,461 rupiahs. The company suffer 5.33% and 9.16% revenue decrease in 2021 and 2022, and target revenue was not achieved. This research is conducted to assess internal and external factors that affect Braga Technologies profitability and formulate strategy based on the problem occured. Internal factor was analyzed using resource analysis and porter value chain analysis. External factor was analyzed using general environmental analysis, industry analysis, and competitor analysis. This research is using qualitative approach. All data were collected through literature review, observation, and in-depth interview with Braga Technologies employees. SWOT analysis was performed to assess internal and external factors that might affect the business, through four elements: strength, weakness, opportunity, and threats. TOWS matrix is then performed to formulate appropriate strategy for Braga Technologies. Business level strategy and functional strategy are then formulated. Business level strategy was analyzed using VRIO framework, a suitable businesslevel strategy for Braga Technologies is differentiation strategy that will result in superior performance when the consumer perceived value exceeds the cost to the differentiation. Increasing resource is the approach to support differentiation strategy, which should allow the company to support uniqueness as demonstrated with the companys ability to provide barrier against the threat of imitation. Functional strategy was formulated based on integrated analysis and TOWS matrix analysis which concluded that business strategic development and marketing strategies are proposed for the company. The company have a wide segmentation with the criteria of technology advancement, thus, market development strategy is recommended. With increasing brand recognition and brand identity should increase companys profitability.