STRENGTHENING BUSINESS STRATEGY FOR FERRY BUSINESS AMID TECHNOLOGICAL ADVANCEMENT THROUGH SCENARIO PLANNING APPROACH (A CASE OF PT ASDP INDONESIA FERRY)

• Main Author: Dian Purwandari, Katarina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83994
• Institution: Institut Teknologi Bandung

The ferry sector plays a crucial role in connecting islands in Indonesia. ASDP has been operating as a ferry company and providing port services for almost 50 years. It has 27 branches and offers transportation on more than 300 routes across the archipelago. ASDP, like other industrial sectors, is currently seeing significant advancements in cutting-edge technology. This is a crucial aspect in the era of industry 4.0 and , going forward, industry 5.0. ASDP must formulate a suitable and comprehensive strategy to sustain its growth as an organization that is agile and adaptive amid technological megatrends in the future. This study employs scenario planning methodology, a strategic approach to articulate and predict plausible future events and situations by analyzing the external driving factors that are considered uncertain and impactful to the company. Among the 12 driving factors identified in this study, two critical uncertainties are found: "consumer behavior" and "technology trend and adoption". These variables are used to generate four distinct scenarios: Pianissimo, Mezzo Piano, Mezzo Forte, and Fortissimo. ASDP established different strategic plan for each scenario based on the potential implications of the options. Early warning signals were also recognized as indicators that changes in current conditions will result in one scenario or another. Ultimately, strategic planning is determined by the integration of customer excitement, competitive leadership, and portfolio enrichment.