News UNAIR Postgraduate School, 13 July 2021 – Postgraduate School of Universitas Airlangga (UNAIR) through its human resource development agency, namely the Executive Learning Hub (ELH) held training for PT Pembangkitan Jawa Bali (PJB), a subsidiary of PT PLN. This session comes with the topic, Competitor Analysis. Present as the main speaker, namely Muhammad Thanthowy Syamsuddin from the Faculty of Economics & Business (FEB) UNAIR. This session was held on Tuesday, July 13, 2021.
Thanthowy told the story where there used to be fierce competition between Fujifilm and Kodak in the photography industry. But Fujifilm diversifying its products is very different from their core business. As a result, Fujifilm is now turning into a multi-industry company, while Kodak can’t survive now. In this case, Thanthowy analyzed the asset into two things, namely tangible assets, and intangible/intangible assets.
Tangible assets include financial strength, physical form of assets and products, existing organization/division, and technology. Meanwhile, intangible assets include the capability of human resources (HR), company innovation, and the reputation/brand image of the company and its products. Both tangible and intangible resources need each other. For example, if the company has competent human resources in skills and knowledge but is not supported by tangible assets such as facilities and technological sophistication.
Thanthowy also added another example of a world-class company that is successful because it develops its product network, namely Amazon. The company initially only sold book products on the website but expanded its product line. In addition to business expansion that is different from the initial core business, internal investment in information technology is the key to Amazon’s success.
He also believed that business line expansion is not the only strategy to succeed in the competition. An example in Indonesia itself is in the transportation service industry, namely between Gojek and Grab. Grab once felt that the dynamics of competition would not be potential. Grab offered to share market segments, but was rejected by Gojek which eventually merged with Tokopedia. This changed the competitive landscape in general, not only by Grab as a player in the transportation industry but also by the E-commerce industry such as Bukalapak, Shoppee, etc. Collaboration or even merger is needed by companies to avoid unfair competition.
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