EXPLORING ALTERNATIVE STRATEGIES USING SCENARIO PLANNING: CASE STUDY PT GLOBAL URBAN ESENSIAL
The World Health Organization or WHO announced the pandemic status in March 2020. The whole world and Indonesia are facing an outbreak of the highly contagious Covid-19 virus. This condition causes some or even all community activities to stop. In Indonesia, the government has responded by iss...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/79696 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The World Health Organization or WHO announced the pandemic status in March 2020. The
whole world and Indonesia are facing an outbreak of the highly contagious Covid-19 virus. This
condition causes some or even all community activities to stop. In Indonesia, the government has
responded by issuing policies related to public health emergencies through Pembatasan Sosial
Berskala Besar (PSBB). People are not allowed to engage in normal activities and spend a lot of
time at home in order to reduce the spread of the Covid-19 virus outbreak.
Many businesses are affected by this policy, such as: tourism, transportation, restaurants, fitness
facilities, and others. However, in the midst of limited community activity, the flow of investment
into digital startups has increased. One of the digital startup industries with the most funding is the
health technology industry. A total of $107.9 million was invested in 2021-2022. The large amount
of incoming investment is accelerating technology and product innovation in the health sector,
which will greatly benefit healthcare delivery and reduce the spread of the virus.
As cases of the Covid-19 virus decline, people are now beginning to return to their pre-pandemic
activities. This has implications for the declining use of technology and investment in technology
startups in Indonesia. Several startup companies have implemented layoffs to maintain business
continuity in the face of future challenges.
The goal of this final project is to analyze the future of the digital health industry in Indonesia and
adjust the company's strategy through 2028 using a deductive method of scenario planning. With
this approach, companies can identify potential challenges, opportunities and strategies to achieve
success in different possible futures. Participants are involved, both from internal and external
organization in the building of the scenario. Given the author's limited time and resources, this
research used an online interview approach with interviews conducted one on one. The data
resulting from the interviews was then analyzed using the content analysis method.
Four scenarios were created in this research, namely "Accelerating Tomorrow, Today", "Balancing
Stability and Evolution", "Breaking Barriers in the Fast Lane", and "Navigating a Slow, Bumpy
Path". It is hoped that these scenarios can be used to help organizations explore strategies for the
future potential of the digital health industry, so that organizations can be better prepared to face
various possibilities over the next five years.
|
|---|