CHAPTER II

BUSINESS ANALYSIS

2.1 Theoretical Framework

2.1.1 Conceptual Framework
This research uses a descriptive approach to determine the business strategy that
should be applied by PT Telkom. The descriptive approach describes phenomena
systematically. Descriptive research will find the value of independent variables without
comparing or correlating one variable and another. The methodology of this research is using
secondary data. According to Sekaran (2010), secondary data refer to information gathered
from sources that already exist. The data obtained from online resources are academic journals,
previous research results, e-book, articles, news, etc. To achieve the objective of this research,
there is a conceptual framework that is used as the guideline. Starting with conducting a
literature study to find out the theoretical basics regarding logistics, digitization, etc. Then
explore what business issues are happening in the related industry. Then proceed with
conducting an external analysis, namely PESTLE, to understand macro-external environmental
factors and assess their impact on the organization and analyze Porter's 5 forces to determine
the development and how competitive an industry is being involved in. Next, conduct an
internal analysis, namely the Value Chain to analyze what activities are carried out by the
company that can be added value to engage in the solution that will be offered After completing
the external and internal analysis, the company's SWOT can then be determined using a SWOT
analysis which will later become a reference for what business strategy is the most appropriate
for the company to use to find the best solution for the problem occurred.