EXPLORING ALTERNATIVE STRATEGIES USING SCENARIO PLANNING: CASE STUDY PT GLOBAL URBAN ESENSIAL

• Main Author: Setiawan Budiman, Andrew
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79696
• Institution: Institut Teknologi Bandung

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.