BUSINESS STRATEGY FORMULATION FOR PT SILKA TEGUH SEJAHTERA (SCIENCOM) TO ELEVATE ITS REVENUE

• Main Author: Hisara, Nafila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83969
• Institution: Institut Teknologi Bandung

The Indonesia IT training market is expected to has Compound Annual Growth Rate (CAGR) of 5.94% from 2024 to 2032, as reported by The International Market Analysis Research and Consulting Group (IMARC) in 2023. However, PT Silka Teguh Sejahtera or widely known as Sciencom, an IT and computer training provider in Indonesia, has faced challenges in increasing its revenue over the past 6 years. Based on interviews with a top management representative from Sciencom, the revenue growth stagnation derived from the budget allocated for education and training by government institutions, as their primary client, has been decreasing. The APBN has been directed more towards sectors like infrastructure development, healthcare, social assistance programs, and national education (Ministry of Finance, 2023). This thesis aims to develop a business strategy for Sciencom that will effectively improve its revenue by determining the factors causing limited growth of revenue. This thesis' research question will be answered through qualitative method in order to analyze external (threat and opportunity) and internal (strengths and weaknesses). The primary data is collected from interviews with three Sciencom’s employees and five Sciencom’s former customers. Whereas the secondary data is gathered through company reports, journals, books, websites. By analyzing the internal and external environment of Sciencom, the author has formulated business strategies using the Growth Matrix and Porter’s Generic Strategy. To support the new business-level strategy, a revised Segmentation, Targeting, and Positiong (STP) along with Marketing Mix 7Ps is proposed. Thus, the proposed strategy can be utilized by the company to boost its revenue growth