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All Journal Syntax Literate: Jurnal Ilmiah Indonesia JURNAL MANAJEMEN Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Transportasi Multimoda Journal of Social And Economics Research IIJSE journal of social and economic research
Harimukti Wandebori
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Transportation Other

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STRATEGIC DIVERSIFICATION ANALYSIS: BUSINESS STRATEGY DEVELOPMENT FOR MBG PROGRAM KITCHEN MANUFACTURING Ayu, Krisan; Harimukti Wandebori
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18613039

Abstract

This research examines how CV XYZ can formulate appropriate business strategy to achieve growth objectives while preserving competitive advantages in the highly competitive, price-sensitive MBG market. The research employs qualitative case study methodology combining primary data through questionnaire surveys measuring competitive forces, semi-structured interviews with internal stakeholders, and document analysis, supplemented by secondary data from government documents and industry reports. Analysis applies strategic frameworks including General Environment Analysis, Industrial Analysis, competitor analysis, Resource-Based View, and Value Chain Analysis. SWOT synthesis integrates findings identifying critical strategic issues, while TOWS Matrix generates strategic alternatives evaluated through weighted criteria matrix. Analysis reveals CV XYZ possesses distinctive resources including medical-grade manufacturing expertise, comprehensive certifications (ISO 13485, CPAKB, Halal, SLHS, HACCP), proprietary software, zero-incident track record, and modular construction capability. External environment demonstrates substantial opportunity through large-scale government program requiring approximately 30,000 kitchens nationally, though tempered by intense price competition. The food safety crisis creates temporary quality premium expanding addressable market from 10-15% to 20-25% of quality-aware buyers. Three strategic alternatives emerge: Premium Niche Defense, Mass Market Penetration, and Integrated Market Leadership. Evaluation reveals Integrated Market Leadership scores 4.05, significantly ahead of alternatives (3.20 and 3.00), reflecting superior performance on growth achievement and financial returns while maintaining competitive advantage. The recommended Differentiation Strategy implements three product tiers: Premium, Standard, and Essential, Implementation follows phased quarterly approach through 2026.
DEVELOPING A FREIGHT FORWARDING MARKETING STRATEGY TO ATTRACT NEW CUSTOMERS FOR PT SAFE LOGISTICS INTERNATIONAL Amalia, Rizka; Harimukti Wandebori
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18458629

Abstract

This study investigates the root causes of PT SLI’s slow customer acquisition and formulates a practical marketing strategy aligned with the firm’s operational capacity and the evolving external environment. The research rests on three key assumptions: market shifts and customer expectations shape acquisition challenges, the company possesses internal capabilities suitable for a differentiation strategy, and structured marketing combined with digital enhancements can strengthen competitiveness. Based on these premises, the study aims to analyze the dynamics of the B2B freight forwarding market, evaluate internal and external factors affecting PT SLI’s marketing performance, and propose an applicable plan to expand its customer base. A qualitative case study method was applied, using open-ended questionnaires distributed to representatives of three manufacturing firms to obtain insights into customer expectations, forwarder selection considerations, and common service issues. Additional information was collected through informal interviews with PT SLI’s Director, supplemented by secondary data from academic literature, industry reports, logistics indices, and company documents to support triangulation. The analysis employed multiple frameworks, including STP, PESTEL, Porter’s Five Forces, competitor analysis, RBV, Value Chain, SWOT, and TOWS. Findings indicate several opportunities in Indonesia’s growing manufacturing sector, government efforts to streamline trade processes, and rising logistics demand. However, PT SLI faces strong competitive pressure, high supplier bargaining power in global shipping lines, and increasing digital demands. Internally, the company benefits from strong relationships with shipping lines, reliable documentation abilities, consistent operations, and customer loyalty. Its main weaknesses lie in the absence of formal marketing, limited digital presence, fragmented workflows, and reliance on senior employees’ tacit knowledge. TOWS analysis suggests differentiation as the most suitable strategy, supported by operational standardization, digital upgrades, marketing renewal, and improved knowledge management. The study contributes to understanding strategic development in traditional logistics firms and offers PT SLI a feasible roadmap for sustainable growth.
FEASIBILITY AND STRATEGIC ANALYSIS OF MARKET ENTRY FOR 3D MAPPING SERVICES IN INDONESIA’S EMERGING SECTOR Husnia Nur Annisa; Harimukti Wandebori
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18821628

Abstract

Global advancements in mapping technology contrast with Indonesia’s limited adoption, which remains concentrated in mining and government. As revenue from these sectors declines, PT Geo Indonesia must diversify. This qualitative study examines the feasibility of entering alternative sectors using stakeholder interviews and secondary data. Findings identify three market segments: traditional sectors with slowing demand, emerging engineering sectors facing constraints, and high-potential creative sectors. Analysis reveals favorable external digitalization trends and strong internal technical expertise, despite gaps in marketing and human resources. Application of Porter’s Three Essential Tests confirms that diversification into 3D mapping is attractive and synergistic. The study recommends a dual targeting strategy: prioritizing the creative industry for rapid penetration while building long-term engineering capabilities in architecture, property, and oil and gas. This research provides practical guidance for PT Geo-Indonesia's diversification and market entry strategies in the geospatial sector.
PROPOSED STRATEGY FOR AURORA COMMERCE RETAIL TO SUSTAIN AND GROW ON THE ONLINE MARKETPLACE PLATFORM Edmund Ophie; Harimukti Wandebori
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol. 9 No. 1 (2024): JPIM (Jurnal Penelitian Ilmu Manajemen)
Publisher : Universitas Islam Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Online commerce is an activity of online buying and selling physical goods. Report by Momentum Works showed that the gross merchandise value (GMV) from major online marketplace platforms in Indonesia had reached $40 billion in 2020, which is 20% of total retail in the country. As of 2020, the two biggest platforms of online marketplace platforms in Indonesia are Tokopedia and Shopee, with both possess over 70% of the online commerce market share. Aurora Commerce Retail (ACR) is one amongst many stores that sells products on the online marketplace platforms. It specialized in retailing two main product categories of health supplements and kitchen electronics. Online retail business like what ACR does, is a very fragmented industry that consist of vast number of stores from small to medium size and generally with no single store or seller dominates the market. The online retail business has its own challenges from competing against other stores that sell similar or identical products tp an ever increasing platform cost. This study aims to develop corporate and business strategy for ACR in accordance to its current condition. The research collected the necessary data to conducts analysis on ACR's target consumers, external and internal environments. From the analysis, a SWOT matrix is developed and a suitable corporate and business strategy for ACR are constructed. Based on the research, ACR current condition is dominated by its strength and threat, putting it in the diversification quadrant. Therefore, the best directional strategy for ACR is to pursue diversification. To pursue a diversification strategy, ACR with its background in software engineering could expand into a software development company that specialize in building ecommerce operation supporting tools and software. Meanwhile, to maintain its current retail business, the proposed business strategy for ACR’s health supplements and kitchen electronics retailing business is to be narrow-target with cost-leadership that emphasizes ACR to focus on few select brands with competitive prices
Co-Authors Adzkia Salsabilla Widodo Akhmad Rizal Arifudin Amalya Khalisha Nur El Islami Anzy Indrashanty Ayu, Krisan Belgiawan, Prawira Fajarindra Dedy Cahyadi Edmund Ophie Edmund Ophie Elviana R. Simbolon Fatma Nur Rosana Handayani Wijaya Hasriwan Putra Herawati Herawati Herma Juniati Husnia Nur Annisa Ikhrami Nur Jannah Irawati Andriani Liane Okdinawati Listantari Listantari Lydia Indriana Cristianty Maria Magdalena Marlia Herwening MUHAMAD RIZKI Redisa Celica Reslyana Dwitasari Rita Pasaribu Rizka Amalia Salsabila, Unik Hanifah Subiakto Soekarno Suci Susanti Sudrajad, Oktofa Yudha Sugiyanto Sugiyanto Sushandoyo, Dedy Umiyatun hayati Triastuti Win Akustia Yessi Gusleni yuveline aurora