Privatbandung business model innovation - Journal

8/21/2019 Privatbandung business model innovation - Journal

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BUSINESS STRATEGY AND BUSINESS MODEL IMPROVEMENT PRIVATBANDUNG

Tegar Ditya Pragama and Wawan Dhewanto.

School of Business and Management

Institut Teknologi Bandung

[email protected]

Abstract Pri!atbandung.com is a com"any in the field of organi#ing nonformal education institutions

that "ro!ide "ri!ate or semi"ri!ate ser!ices for the middle class to u""er class$ either "er indi!idual or

grou". The lack of customer occur because the business still uses con!entional means to com"ete in the

industry with high com"etition. If Pri!atbandung does not make changes$ then it is likely the com"any

has the inability to com"ete and thus will lead to bankru"tcy.

Based on business strategy "lanning$ this can im"ro!ise stable "rofitability of the com"any in the future.

% solution on the root cause used im"ro!ement business model de!elo"ed from T&WS matri' and

Business model e"icenter dri!en is customerdri!en to de!elo" "ro"osition based on customer needs$

namely( easy "rocess$ easy accessibility and high a!ailability.

Keyword: Business Strategy, Porter Five Forces, PEST Analysis, Business Model Canvas, Education, Technology

1. Introduction

Pri!atbandung.com is a com"any in the field of

organi#ing nonformal education institutions that

"ro!ide "ri!ate or semi"ri!ate ser!ices for the

middle class to u""er class$ either "er indi!idual

or grou".

)ision of "ri!atbandung is to educate and

moral culti!ation$ manners and character to the

students. In this case$ the tutor who "erforms has

a !ital role in deli!ering this !ision. The tutor roles are not only as a transmitter or facilitator

of the learning material$ but also "lay an acti!e

role in moti!ation$ ins"iration$ e'em"lary or

e!en a good friend for their students. The result

is a student with a decent character$ and it will

be easier for tutors to deli!er material and

understanding to students.

The sco"e of business field of

Pri!atebandung.com.com is in the field of non

formal education. With the "roducts on offer

from "ri!atbandung.com are(

a. School Programs

b. Pathways to *+ ,+ational -'ams and

SMPT+ ,+ational -'ams for State

*ni!ersity -ntrance

c. -nglish Program

d. %l /uran Program

Market Trends for nonformal tutoring agency is

currently growing$ dri!en by demogra"hicfactors which are fa!orable and ado"tion of new

technologies in !arious educational "ractices.

but in "ri!atbandung the education agency that

has been running less than one year has notundergone many changes in terms of net income

that was obtained. The a!erage recorded net

income only 0"1.233.333$ 4moth

The lack of other income are caused by se!eralfactors( The ability to handle limited customer$

where the location of which can be handled only

about "ri!atbandung.com office location and a

location near the cam"us.

The other side many resources a!ailable tutors

0ecorded in 5316 who entered !ia the website

a""lication are 673 a""lication. With an a!erage

of 63 a""lications each month there is a field of study with !arious ca"abilities. 8owe!er from

the incoming total a""lications$ only 579 had

e!er taught , :9 were acti!e teaching$ 159 non

acti!e and 79 ha!e not teach and 279 others,+ot called.

&f the "roblems that occurred$ then the business

issues that this research is focused on business

im"ro!ement models of "ri!atbandung.com.Which are e'"ected to "lan a business strategy

that can im"ro!ise stable "rofitability of the

com"any in the future. With good "rofitability is

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e'"ected to achie!e Sustainable ;om"etiti!e

%d!antage

2. Business Issue Ex!or"tion


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conditions of intense com"etition$ !alue is the

amount that would be "aid by consumers on the

benefits gained. )alue is measured o!er the total

re!enue$ a reflection of the "rice of a "roduct

that can be sold$ while "rofit new is gain if the

!alue obtained e'ceeds the cost of manufacture

of the "roduct. Therefore$ the !alue must be

analy#ed to determine the com"etiti!e "osition

of the com"any with the increasingly fierce

com"etition conditions.

)alue acti!ities itself is di!ided into two ty"es$

"rimary acti!ities and su""ort acti!ities.


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including the changing consumer needs to seek

informationfor courses or tutors.

#.) S*OT An"!&sis +E,AS "nd I,AS-

%fter conducting an e'ternal analysis of the

com"any$ then the ne't ste" is to identify andmeasure about o""ortunities and threats ,&T.

-


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Table .1 ,T&WS Matri' Table

'.' Business Mode! De$e!o%ent

%ccording to %le'ander &sterwalder and A!es

Pigneur$ a business model is describes the

rationale of how an organi#ation creates$

deli!ers and ca"ture !alue. The dri!en strategy

for business model could be come from each

nine building block of business model. We can

distinguish four e"icenters of business model

inno!ation( resourcedri!en$ offerdri!en$

customerdri!en$ and financedri!en.Seeing from the analysis done in the "re!ious

cha"ter$ where Pri!atbandung must ha!e

differentiation to be com"etiti!e in the current

com"etition$ therefore changes business model

on Pri!atbandung using methods that ;ustomer

dri!en by creating inno!ations based on

customer needs$ facilitating access to or increase

the comfort . which affect the !alue of other

building blocks


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4e&

P"rtners3i

• Pri!ate tutoring "ro!iders or

con!entional education4tutoring

"ro!iders

• Software house

• &nline Payment Pro!iders

• Tutor coordinator

• ;ommunity education

• Marketing %gency

•

•

4e&

Acti$ities

• Teacher 0ecruitment

• Pre"aration of "rogram 4 "ackage and

curriculum

• Ser!ice sales

• Training Teaching and o"erational

• Business de!elo"ment

• IT ;onnection Maintenance

(ost

Structure

• IT Infrastructure

• 0FD

• ;ost of fund for li/uidity

The business model abo!e is about the actions to

de!elo"ing new "roduct and de!elo" e'isting

"roduct$ and to boosting sales. ;hanging

customer habits as described in this cha"ter 5

causes customers and "otential customers to

e'"ect better ser!ice in terms of accesbility$ easy

"rocess$ a!ailability of ser!ices and

confectionary interference. Potential customers

and e'isting customers also re/uire su""ort with

ITbased ser!ices.

'. Business str"te/& 0or%u!"tion

In the formulation of business strategy$ Strategy

"ositioning of Pri!atbandung uses a

differentiation strategy due to de!elo" "roducts

and ability to com"ete. Where the latter can

im"ro!e customer satisfaction or gi!e im"act to

increase sales. In which the strategy is based on

the needs of consumers.

There are 6 focus in the business strategy

formulation$ which are(

J +ew Product "ortofolioJ Product de!elo"ment

J ;reate ;ustomer relationshi" Program

J ;reate marketing Program


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It would be e'"lained some "lanning to be built.

There are se!eral main "arts( +ew Product

"ortfolio de!elo"ment$ Product de!elo"ment$

;reate ;ustomer relationshi" Program$ ;reate

Marketing Di!ision

+ew Product De!elo"ment


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SanGaya$ 8imawan %di$ ,5315. Im"lementation

of the Business Model can!as to DH;inamons

Musical Band Bandung( MB% ITB

ufan +assaya$ ,5315. ;rafting PT.

AHs +ew Business Strategy and Its %ctionPlan to &!ercome

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Privatbandung business model innovation - Journal