Академический Документы
Профессиональный Документы
Культура Документы
1.1
Company Background
Sundascape was established in late 2014, with the purpose of providing valuable, unique and
original information on West Javas tourism potential. This information do not have limitation, it
provides information on attractions, places, arts and culture targeting both international and
domestic audiences. Even though Sundascape is relatively new in this business sector, Sundascape
has a progressively attract the enthusiastic visitors to look for information and quality content in
the website (www.sundascape.com).
Being the official partner of Garuda Indonesia Airlines has enable us to expand audiences
and provide to access the valuable information on the contents that Sundascape share freely. The
collaboration between stakeholders to expose the tourism at West Java to the world is aim to
development of West Java regional area. Whilst, to gain a wider partner, Sundascape not only has
website but also has other social network like Facebook, Google+, Twitter and Instagram.
The contents in Sundascapes website are gradually updated with the help of contributors
which are writers and travelers, website visitors and a team of researchers from Padjajaran
University, Bandung, Indonesia.
1.2
1.3
Organizational Structure
In running the business activity, Sundascape divides the organizational structure into four
main division:
a. Marketing Division
This division is responsible for marketing and promoting Sundascape so that people
aware and know about Sundascape. This division also play the important role in presenting
Sundascape to partnership.
b. Design Division
This division is responsible for designing the look of the website and after that will be
issued by Sundascape. This division also responsible for selecting photos that will be
displayed on website so that the information seeks can feel the moment of truth from the
photos.
c. Copywriter Division
This division is responsible for writing an article about tourism in detail and design the
article content. The design is made with the uniqueness and hardly found in other travelers
review in general because the article is a study of the Faculty of Humanities at Padjajaran
University and reviews directly. This make Sundascape has a unique content and an
originality.
d. Operational Division
This division is responsible for daily maintenance of the system as well as designing
website which is integrated with SEO and Google Index.
1.4
Program of Sundascape
The official account of Sundascape on Instagram held some activities as effort to strengthen
b.
Love Local
This program is aim to help the business of Small Medium Enterprises (SMEs) on
developing the economy of West Java. Weekly, Sundascape invited all the followers to
promote products or services of SMEs in West Java. Sundascape tell the followers on
social media, especially on Instagram to share the moments in order to provide followers
involvement and creativeness.
c.
Photo Essay
The submitted photos from followers will be selected and chose the best of them. The
chosen one will be published and marketed commercially. This program works by
collaborating with Gramedia which will published the photo essay into the book.
Sundascape itself targeted to make two books in one year.
1.5
Business Issues
Tourism industry could be a way to improve the welfare of the community, like the
economic empowerment of the chain of creative industries. If Indonesia wants to compete with
any other ASEAN countries, Indonesia must have a high commitment on planning and developing
the tourism sustainability.
In reality, Indonesia still unable to compete with Thailand, Singapore and Malaysia in
tourism sector. As known generally, Indonesia has many of tourism spot that supposed to be
competitive advantages compare to those countries. From this, Indonesia should be able to make
and empower the tourism potential such as culture, nature, nautical, culinary, history and the entire
property owned.
The last few years, the tourism sector is at the fourth rank of largest foreign exchange in
2013. The average growth of the national tourism industry reached 9.39%, higher than national
economic growth which reached 5.7% in 2014.
21538
16397
14618
16942
14725
13631
10648
10000
5000
16644
15086
1413215086
10373
6241
Based on the information, the number of visits and growth of national tourism industry has
not given the significant impact to West Java. There are still a lot of potential tourism area that
have not been explored and exposed. Indonesia should be able to take the advantage of area that
has not been explore, exposed and also has a great potential tourism.
For the past time, Indonesia only concentrated on the area that has become the iconic place
of Indonesia tourism in Internationally known such as Jakarta, Bandung, Jogjakarta, Medan,
Makassar and Manado.
In this case, West Java, has a gap between information seekers and number of tourist that
visit West Java. This is actually one of the problem that occurred. This gap happens because the
lack of information about the area that will be visited by tourist or the using of language that cannot
be understand by tourist when looking for the information.
External Environment
External environment of Sundascape can be analyze with PEST Analysis, Porters Five
3. Domestic Politics
Domestic politics mainly in relation to domestic politics of a government seen from the
eyes of tourism. The existence of laws and regulations used to ensure the growth of
industry and the security of tourists movement.
4. Foreign Policy
Lashings of tourist that come to Indonesia need a foreign policy, in relation with
Indonesia government. The terms not only for economic but also political and cultural
which give positive contribution to the mutual understanding and cooperation for
stability. There are two alternatives in foreign policy, politically friendly or hostile to
the politics of other countries, especially neighboring countries of which can actually be
expected to visit the friendship between the people neighboring countries (Nyoman,
1990).
2.1.1.2 Economic
The latest annual research of World Travel and Tourism Council (WTTC) in 2014, shows
the Travel & Tourisms contribution to world GDP grew for the fifth consecutive year 2014. Rising
to a total of 9.8% of world Gross Domestic Product (GDP) as much as US$7.6 trillion. The sector
now supports nearly 277 million people in employment.
2.1.1.3 Social
Nowadays, people using their gadget to help in the daily activity. This give affect in the
behavioral of life style and the need in life. In general, people use gadget to enrich friend by making
connection from social media. Gadget itself can help people to easily get the information. The
phenomenon of changing behavioral where people who has the birth of year between 1980s
2000s clearly see as the millennial generation (Gen Y).
The fundamental behavior of millennial generation accentuate the information in every
things of their activity. Based on Crowd DNAs research, Indonesia divide in three circle:
1. Hyper Connected
Gen Y circle between the ages of 13-15 years. This circle has trends on social media
and uses technology to connect family.
2. Architects
Gen Y circle between the ages of 16-19 years. This circle using technology not only to
connect to family but also to friends whom search something for the education.
3. Explorers
Gen Y circle with ages of 20 years above. This circle using technology to connect with
almost every aspect in life. Exploring everything to help and fulfill needs.
2.1.1.4 Technology
1. Internet Trend
Internet user in Indonesia has increase from years. The increasing of using internet make
Indonesia as potential e-commerce market. Internet user in Indonesia use internet as
promotion media, seek an information, social media and others. The number of people
in Indonesia that use internet reach 51% from total Indonesian citizen (Daily social,
2015).
According to Strategic Brand Advisor Ooredoos research, 80% of Indonesian people
spend their time two hours a day using gadget, using internet and also have application
for social media. The interesting part according Erik Meijer (2014), 95% of people trust
technology as a fundamental of modern thinking.
Recently, social media become the needs for people in general. Indonesia is one of the
country which makes social media as lifestyle not need. Indonesian people using social
media to do the activity such as, looking for friend, search information even sell things
online. This behavior opens new opportunities to do e-commerce as a social media trend.
Technology is an overall knowledge of the methods and means to meet human needs.
There are various types of technologies, one of which is the information and
communication technology. Information and communication technology is the
knowledge about the process of making, processing, storage, and dissemination of
information. Development of information and communication technology aims to
facilitate the whole process of information management, such as speeding up the process
of dissemination of information, expanding the scope of dissemination of information,
and extend the period of storage of information.
tourists to choose and book a tour package. Ease of access to information and booking
tour package provide considerable added value in the development of the tourism sector.
One of the factors hamper development of tourism sector in West Java is less optimal
management of information to promote the attractions available. In an effort to develop
the tourism sector, things that need to be considered not only on the location, the
uniqueness, beauty, and the large number of attractions, but it is also very important to
pay attention to human resources in managing tourism system includes the management
of tourism information. Potential tourists desperately need clear information about the
place, facilities and infrastructure, as well as the components of attraction, so the quality
of the information would greatly influence their decision in determining the destination
they will visit.
Low
Bargaining
Power of
Supplier
High
Competitor
from Establish
Firms
High Thread of
Substitute
High
Bargaining
Power of
Customer
www.bandungtourism.com,
www.seputar-cirebon.com
and
Competitor
The official tourism of East Java Indonesia,
A tropical Paradise in the World
(www.EastJava.com)
Toraja bercerita Portal Pariwisata Budaya
Toraja (www.torajabercerita.com)
Bandung Tourism Official Website
(www.bandungtourism.com)
Seputar Cirebon: Portal Pariwisata, Seni dan
Budaya Cirebon (www.seputar-cirebon.com)
Pesona Indonesia-Website Resmi Pariwisata
Indonesia dan Informasi Wisata
(www.indonesia.travel)
2.2
Difference
Focus In east Java but not all the
tourism spot
Similarity
Provide with other language
instead of Bahasa
Internal Analysis
Segmentation
Geographic
Psychographic
Criteria
Area
Interest
Demographic
Age
Sex
Social Class
Description
West Java spesifically
Travelling, hangout,
recreation, shopping,
culinary, culture, arts
and science
17-50
Male and Female
All social class
2. Targeting
Sundascape targeting people inside and outside Indonesia who interest in travelling and
exploring new place. It is important for Sundascape to know their target in order to know
what to develop which can delight all the tourists.
3. Positioning
Sundascape offers the uniqueness of its content to make people easily find the
information that they search. Sundascapes positioning until now gives positive result
to Sundascape feedback.
Product
Phisical
Evidence
Price
Target
Market
Process
Place
People
Promotion
1. Product
Sundascape is a tourism online portal which give information in detail and unique. This
portal is made to be a promotion media in West Java. Sundascape also give opportunity
for user to compete in sharing their moments when visiting tourism spot by join Photo
of the Day program. In this activity Sundascape invites his followers to upload photos
of them when they are in locations in West Java. With the hope of places of tourism
potential in West Java will be easily recognized and the information can reach
domestikdan foreign tourists.
Sundascape has been a platform for Small Media Enterprises (SMEs) in West Java on
Love Local program which can help SMEs to promote their product. Other program is
Photo Essay, this program collect all the photos that has been choose and then make it
into the book with all the information. The photos were chosen best in daily activities
"Photo of the Day" will be recorded later marketed commercially.
2. Price
Price is one of the indicator which affect consumer to use or buy product or service.
Price become the crucial part for product or service provider when they sell to consumer.
Price gives affection to company life cycle.
3. Place
Sundascape is tourism portal which promote the tourism in West Java. The promotion
based online and social media.
4. Promotion
Sundascape attends several social networking sites, such as Facebook, Google+,
Twitter, and Instagram.
5. People
Everyone that related in this business such as, writers, travelers, website visitors, a team
member research from Padjajaran University and also every division in Sundascape.
6. Process
Sundascape uses Search Engine Optimization (SEO) and Search Engine Marketing
(SEM) methods to provide information.
7. Physical Evidence
How convenience and easy to use the online content of Sundascapes review or
information.
1. Resources
2. Capabilities
To increase company capability, company must have three capabilities, such as:
Adaptive Capability
Adaptive capability is the capability to identify and re-respond the opportunity also
allocating resource to marketing activities. Sundascape looks adaptive capabilities
as the opportunity from many people who search information about tourism in
Indonesia. This opportunity makes Sundascape to create a portal of tourism in
purpose to give information about tourism spot in West Java. Portal of this tourism
make tourists easy to search and access the information what they want to search.
Absorptive Capability
Absorptive capability is used to evaluate and use the outside capabilities.
Sundascape works with researchers and Cultural Science of University Padjajaran
as reference in making content. The contribution of outside in purpose to develop
tourism portal by giving information. The information basically based on the
research from reliable sources and absolutely original.
Innovative Capability
Innovative capability is the capability to develop new product or service. Well said,
Sundascape has a program named Photo of the Day. This program makes
customer able to share about tourism spot which they visited. With this program
makes the customer relationship between Sundascape and visitor become close and
called Dulur Sundascape. Other program that Sundascape has Love Local which
is a media promotion for Small Medium Enterprises in West Java. All the program
done in Instagram.
3. Core Competence
Core competence is one thing that important from business. Sundascape has many
resources from various circles and sources whose culture science researchers, University
of Padjadjaran. This is the differences between whole content and the uniqueness which
Sundascape give rather than other competitor in delivering information.
VRIO Framework
Valuable Capability, Sundascape offers more value to user and tourists by many
information that come from trustworthy source. Capability in giving information has
Firm Infrastructure
Margin
Support
Activities
Operations
Outbound
Logistics
Marketing
and Sales
Service
Margin
Inbound
Logistics
Primary Activities
Figure 2-6 Value Chain Analysis
Inbound Logistic, sundascape has a real time integrated scheduling of updating the
new information from tourism information, all the Sundascape program that connect
directly with user and also from all the partners, such as Garuda Indonesia.
Operations, the integrated information and source from user that has been done. All
the data from user has been collected and store in Sundascape database, which will
be generated for further action.
Outbound Logistic, all the user or tourists can access the website easily.
Sundascape also collaborating integration with user to share their moments at the
tourism spot or any other information about the richness of West Java.
Marketing and Sales, Sundascape using Search Engine Marketing (SEM) to do the
marketing system. Sundascape in cooperation with Gramedia also make an
agreement that Gramedia will put banner of Sundascape in every store that their
store, so that many people will see directly and know about Sundscape.
Service, user self services via website and any other intelligent service request that
Sundascape provide. Real time field service access to user account review and
schematic review can also done in Sundascape Instagram and any social media that
Sundscape have.
4. Competitive Advantage
In this line of business that Sundascape in needs something that can make this business
different from any other business that the same as Sundascape. In order to make the
differentiation works perfectly Sundascape use Porters Diamond of National
Advantages.
Firm
Strategy,
Structure
Demand
Condition
Factor
Condition
Related and
Supporting
Industries
Sundascape use the diamond as a system to know the effect of one point that depends
on others such as government law and any other rivalry and to reinforcing system of
Sundascape to be better than competitor.
The individual points on the diamond and the the diamond as a whole affect four part
that lead to a national comparative advantages. To gain market in this competitive
market, Sundascape also use this method to know their value that can create the
uniqueness and be able to compete. The four parts are:
Information that firms use to decide which opportunities to pursue with those
resources and skills.
Firm Strategy, Structure and Rivalry, local rivalry forces Sundascape to move
beyond basic advantages that user or tourists may enjoy the tourism with the
information that Sundascape give.
STRENGTH
INTERNAL
EXTERNAL
WEAKNESS
STRENGTH OPPORTUNITIES
WEAKNESS OPPORTUNITIES
In order to establish
collaboration, Sundascape needs
to develop their management
system
Sundascape needs to have
financial record to gain trust from
partner
OPPORTUNITIES
Opportunity to expand
the business not only at
West Java
Easy to establish
collaboration
THREATS
STRENGTH THREAT
WEAKNESS THREAT
Internal Factors
Strength
In cooperate with big
company
Weight
Rating
Weighted Score
72
72
Updated information
72
Storage of many
information of West
Java
64
280
TOTAL
Weakness
Management system is
still lacking
Data record of financial
still simple
48
35
83
TOTAL
External Factors
Opportunity
Opportunity to expand
the business not only at
West Java
Easy to establish
collaboration
Weight
Rating
Weighted Score
64
64
128
TOTAL
Threats
Has 2 strong competitor
Easy to join in type of
business
64
49
TOTAL
113
II
Stability
Growth
Strength
Weakness
III
IV
Restructuring
Diversification
Threat
Figure 2-8 Position of the Company
Quadrant 1
Quadrant 2
Quadrant 3
Quadrant 4
firm uses to gain a competitive advantages by exploiting core competence in specific product
markets. Business level strategy indicates the choice the firm has made about how intends to
compete individual product markets. Every business must form and use a business level strategy.
Sundascape use a diversified strategy that use one of the corporate level strategies as well as
separate business level strategy for each product market area in which it competes.
Basic types of business level strategy are cost leadership and differentiation. Generic
strategies include overall cost leadership, differentiation and focus. Generally firms pursue only
one of the above. If firms try to maintain cost leadership as well as differentiation at the same time,
they may fail to achieve either.
Sundascape use the differentiation business level strategy for business, Sundascape has the
uniqueness of their service such as easy to access, reliable and also attractive. This strategy need
the development of service that really offers uniqueness of Sundascape offering that gives value
to user and then user will receive the benefit of using Sundascape service.
This strategy is also integrated set of actions that taken to produce goods or service that user
perceive as being different in ways that are important. The uniqueness that Sundascape has become
the value added that may be make this business to charge a little bit different with any other
competitor. Sundascape wants many user that join their program and also visit their website in
order to see information for travelling.
In order to gain the effectiveness of this strategy, Sundascape needs to develop internal
strength such as, increase the creativeness in running their program and also making website more
attractive so people interest to open it, make collaboration with parties that has strong influence in
tourism side, try to develop the uniqueness of Sundascape so that cannot be easy for competitor to
compete.
From the suggestion above, we can see that it is not easy to create or even maintain the
sustainability in one business. One business need to do the continuously maintenance of the value
added that they have. Sundascape itself be able to make their position and compete with strong
competitor even make collaboration with one big company like Garuda Indonesia.
This business level strategy gives the opportunity for business, in line with it also there is
risk. The risk may be the opportunity for competitor because if they see that Sundascape strategy
more useful they will try to imitate. Sundascape has the lack of management system, so if
Sundascape wants to compete, they should manage their management system.
3.2
Functional Strategy
Table 3-1 Functional Strategy
Variable
Marketing
Design
Copywriter
Operations
Quality
Provides accurate
assessment of customers
product preferences to
R&D
Continuously improve
the design and update
the website
Selecting all photos from
user
Writing an article about a
tourist in detail and design
the article content
Maintenance of system
Efficiency
Using of website and join all
the program
Delivery
Gain the user to use the
website and interact
directly
Easy to search
information form the
website
Key Activities
4.2
Garuda
Indonesia
Gramedia
Memaparkan
artikel mengenai
tempat wisata
secara transparan
dan detail
Memberikan
informasi mengenai
pariwisata Jawa
Barat secara detail
Fakultas Ilmu
Budaya
UNPAD
Website
Social Media
Server
Bandwith
Traffic
Review
SEM
Advertise
Wisatawan
lokal dan
mancanegara
UMKM Jawa
Barat
4.3
Perspective
Objectives
Measures
Profitability
Revenue
Quality outcome
Increase
share
Increase
margin
Initiatives
Financial
Customer
(Partner)
Target
Revenue Growth
Increase
partnership
financial
Internal activities such as High user that visited Continuously maintain the
maintenance website
the website
website so that user easy to use
Capital Result
of
relationship
employee Employee
comfortable
working
Financial Analysis
Table 5-1 Financial Report Sundascape in 2015
Period
2015
Revenue
Advertising
Book Publisher
SEM
Total Revenue
Rp213,800,000
Rp27,500,000
Rp19,800,000
Rp261,100,000
Operating Cost
Domain
Server
Labor
Total
Rp157,000
Rp8,400,000
Rp175,000,000
Rp183,557,000
Net Income
Net Income After Tax (25%)
Rp77,543,000
Rp58,157,250
Sundascape run this business since 2014 and still using simple financial report because
Sundascape does not have finance division to run this situation. Although Sundascape does not
have specific division to run this part, Sundascape did manage the financial report in very simple
way.
As we can see from financial report, Sundascape gain total revenue fpr Rp261,100,000 and
total net income after tax for Rp58,157,250 (with the assumption paying tax for 25%). For star up business, Sundascape did manage their business in good way. Sundascape get a lot of revenue
because they can make a good partnership with one of the big airline company, Garuda Indonesia,
also do the partnership with Gramedia which publish their book.
How Sundascape can gain a lot of revenue from website is by calculate how many times
people search Sundascape in website and click their website for search information, this method
called pay per click.
5.2
Financial Projection
Table 5-2 Financial Projection
Period
Debt
Equity
Interest loan
Interest rate
(Bank
Indonesia)
WACC
Period
Total
Invested
Capital
Net
operating
profit after
tax (assume)
Return on
Net Assets
Economic
Value Added
2015
2016
2017
2018
2019
2020
0
100%
12%
7.50%
0
100%
12%
7.58%
0
100%
12%
7.65%
0
100%
12%
7.73%
0
100%
12%
7.80%
0
100%
12%
7.88%
7.50%
7.58%
7.65%
7.73%
7.80%
7.88%
2015
2016
2017
2018
2019
2020
Rp58,157,250
Rp66,880,838
Rp76,912,963
Rp88,449,908
31%
34%
36%
39%
42%
45%
Rp44,282,250
Rp51,886,125
Rp60,708,177
Rp70,937,396
Rp82,791,622
Rp96,521,921
Rp101,717,394 Rp116,975,003
5.3
Period
2015
2016
2017
2018
2019
2020
Advertising
Rp213,800,000
Rp245,870,000
Rp282,750,500
Rp325,163,075
Rp373,937,536
Rp430,028,167
Book Publisher
Rp27,500,000
Rp31,625,000
Rp36,368,750
Rp41,824,063
Rp48,097,672
Rp55,312,323
SEM
Rp19,800,000
Rp22,770,000
Rp26,185,500
Rp30,113,325
Rp34,630,324
Rp39,824,872
Total Revenue
Rp261,100,000
Rp300,265,000
Rp345,304,750
Rp397,100,463
Rp456,665,532
Rp525,165,362
Domain
Rp157,000
Rp180,550
Rp207,633
Rp238,777
Rp274,594
Rp315,783
Server
Rp8,400,000
Rp9,660,000
Rp11,109,000
Rp12,775,350
Rp14,691,653
Rp16,895,400
Labor
Rp175,000,000
Rp201,250,000
Rp306,076,094
Rp351,987,508
Revenue
Operating Cost
Rp183,557,000
Rp211,090,550
Rp231,437,500
Rp242,754,133
Net Income
Rp77,543,000
Rp89,174,450
Rp102,550,618
Rp117,933,210
Rp135,623,192
Rp155,966,670
Net Income
After Tax
(25%)
Rp58,157,250
Rp66,880,838
Rp76,912,963
Rp88,449,908
Rp101,717,394
Rp116,975,003
Total
Rp266,153,125
Rp279,167,252
Rp321,042,340
Rp369,198,691
MM 5012
Business Strategy and Enterprise Modelling
Final Exam Take Home Test
Lecturer :
Harimukti Wandebori, S.T., MBA., Ph.D.