BUSINESS MODEL INNOVATION AT PT BAHAMA ROTAN TO IMPROVE ITS COMPETITIVENESS IN EUROPE FINAL PROJECT
By Dea Danica 19009117
Undergraduate Program School of Business and Management Institut Teknologi Bandung
ABSTRACT Rattan is one of non-timber forest products has a large role in fulfilling the needs society as well as foreign exchange income. It is known that Indonesia is the world’s biggest rattan industry is located in Cirebon. Rattan has been widespread in the market since the 80's and most of the rattan industry in Cirebon still using the old method in regulating business model that makes no difference with the other competitors. PT Bahama Rotan is one of the middle industries that located in Cirebon. The company produces furniture made of rattan and sell furniture through exports presented to most European countries, such as England, Belgium, Germany, and Holland. This research study was made with a goal to analyze the existing business model in Europe and proposed an innovation business model. The first step in the exercise is to map the nine building blocks to find out the current business model canvas by Osterwalder and Pigneur,. The next step is to assessment in company’s SWOT and analyzes using Importance Performance Analysis, then proposed the new business model by comparing the current business model and SWOT assessment. In research methods, collecting primary data from a structured interview and secondary data from company’s internal records to analyze the company’s current condition. PT Bahama Rotan is a company that has a lot of potential from the experience, resources, partnerships, and more. In this case, PT Bahama Rotan did not not maximizing its potential. Through the analysis, the strength of the company is the building block of value propositions, cost / revenue, channels, and key resources. The weakness in the form of activities outside the company, such as cooperation between the organization and the company's brand is not strong. Found also potential opportunities in terms of product, income, and activities. Threats that may be received is in terms of expenditure and revenue, as well as from activity to. As a result, PT Bahama Rotan need innovation partnership element of weakness. Although other elements showed no significant weaknesses, but some had to make improvised. Build efficient advertising technology suitable for overseas markets. In today's globalized world, communication between businesses and customers easier to use when compared to the past. Direct communication with customers through customer service and make the brand stronger than ever. Also, to maximize marketing activities including providing information also advertise PT Bahama Rotan on customer segments. With a business model replacing the old with the new, as well as go with the flow of global modernization, PT Bahama Rotan will be able to improve the performance of the company.
Keyword: PT Bahama Rotan, rattan, furniture, business model innovation, business model canvas, nine building blocks, SWOT, Importance Performance Analysis, Europe
ABSTRAKSI Rotan merupakan salah satu non-kayu hasil hutan memiliki peran besar dalam memenuhi kebutuhan masyarakat serta penerimaan devisa negara. Hal ini diketahui bahwa Indonesia merupakan industri rotan terbesar di dunia yang berlokasi di Cirebon. Rotan telah tersebar luas di pasar sejak tahun 80-an dan sebagian besar industri rotan di Cirebon masih menggunakan metode lama dalam model bisnis yang mengatur tidak ada perbedaan yang signifikan dengan pesaing lainnya. PT Bahama Rotan merupakan salah satu industri menengah yang berlokasi di Cirebon. Perusahaan memproduksi furniture yang terbuat dari rotan dan menjual furnitur melalui ekspor dengan kebanyakan negara Eropa, seperti Inggris, Belgia, Jerman, dan Belanda. Penelitian ini dilakukan dengan tujuan untuk menganalisis model bisnis yang ada di Eropa dan mengusulkan sebuah inovasi model bisnis. Langkah pertama dalam penelitian ini adalah untuk memetakan sembilan pilar untuk mengetahui model bisnis kanvas saat ini yang diciptakan oleh Osterwalder dan Pigneur,. Langkah selanjutnya adalah penilaian SWOT di perusahaan dan analisis menggunakan Importance Performance Analysis, kemudian mengusulkan model bisnis baru dengan membandingkan model bisnis saat ini dan penilaian SWOT. Dalam metode penelitian, pengumpulan data primer dikumpulkan dari wawancara terstruktur dan data sekunder dari dokumen internal perusahaan untuk menganalisis kondisi perusahaan saat ini. PT Bahama Rotan adalah sebuah perusahaan yang memiliki banyak potensi mulai dari pengalaman, sumber daya, partnership, dan banyak lagi. Dalam kasus ini, PT Bahama Rotan tidak memaksimalkan potensi tersebut. Melalui analisa, kekuatan perusahaan adalah dalam pilar value propositions, cost/revenue, channels, dan key resources. Kelemahannya berupa aktivitas di luar perusahaan seperti membangun kerjasama antara organisasi dan brand perusahaan tidak kuat. Ditemukan juga potensi peluang dari segi produk, pendapatan, dan aktivitas. Ancaman yang mungkin akan diterima adalah dari segi pengeluaran dan pendapatan, juga dari aktivitias. Sebagai hasilnya, PT Bahama Rotan harus inovasi unsur partnership yang menjadi kelemahan. Walaupun elemen lain tidak menunjukkan kelemahan yang signifikan, tetapi beberapa harus membuat improvisasi. Membangun iklan teknologi efisien yang cocok untuk pasar luar negeri. Dalam dunia global saat ini, komunikasi antara perusahaan dan pelanggan lebih mudah digunakan bila dibandingkan dengan zaman dahulu. Komunikasi langsung dengan pelanggan melalui layanan pelanggan dan membuat merek lebih kuat dari sebelumnya. Juga, memaksimalkan kegiatan pemasaran termasuk memberikan informasi juga mengiklankan PT Bahama Rotan di segmen pelanggan. Dengan menggantikan bisnis model yang lama dengan yang baru, juga mengikuti arus modernisasi global. PT Bahama Rotan akan mampu meningkatkan performa perusahaan.
Keyword: PT Bahama Rotan, rotan, furnitur, inovasi model bisnis, model bisnis kanvas, sembilan pilar, SWOT, Importance Performance Analysis, Eropa
VALIDATION PAGE
BUSINESS MODEL INNOVATION AT PT BAHAMA ROTAN TO IMPROVE ITS COMPETITIVENESS IN EUROPE
By: DEA DANICA ID No: 19009117
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Supervisor
Reza Ashari Nasution, PhD
FOREWORD First of all, praise and gratitude I prayed to Allah SWT for His abundant blessings and His guidance, preparation of the final project with the title ‘The Business Model Innovation at PT Bahama Rotan to Improve Its Competitiveness in Europe” can be finished properly. This final project is a graduation requirement for final year student in School of Business and Management, Institut Teknologi Bandung. From planning to completion of this final project, I got a lot of assistance from various individuals. Therefore, I would like to give a special thanks to my dad, Mohamad Bilal for allowed his company to become the object of this research, provide all primary data, supporting, and infinite cares. This final project is definitely dedicated to you. My mom, Dina Yuliasih, who always give spirits and never ending love. Also, thank you to my brothers and sister for the stress relief. My special thanks also goes to Reza Ashari Nasution, PhD as the supervisor who willing to share his wide knowledge, giving me valuable advice, the guidance, and always support me. Mrs. Mia T.D Indriani and Mrs. Rossy Sjarifah for giving me inspirations to this final project and the best available information. I would like to express my appreciations to all the good friends for the encouragement and support given throughout the work. Teuku Faris Riandi, for being my best friend for all those years since high school. Thank you for many times you were there for me, it always meant so much and it still does. The sweetest best friends since first year, Dhira Dwijayanti Yogaswari and Kartika Dewi Puspasari. My thanks also goes to my colleagues, Ratria Budiendra, Citra Wahana, Fanny Octa Febrina, Meliana Chandra Senjaya, Riken Rindiani, Ronny Armando, Aghnia Banat, Vanya Winona, Adlina Hanifati, Ananda Marissya Widya, Humaira Zahra, Shogi Wironegoro, and Budi Rahmat. The author realizes that this final project is far from perfect. Thus the author expects criticism and suggestions for how author can make improvements to this final project. Bandung, 9 September 2012
Dea Danica
