Digital Transformation

of from PT Adi Sarana Armada Tbk

Group 4 - MM6015 - Business Leadership
Viki Kurniadi 29120001
Indra Ferdiyana 29120064
Selina Astiri 29120184
Moch Arif HP 29120169
Chris Alvin Aroef 29120257
Yasyifa Dian Urfina 29120478
Lui Rhainata 29120516
Framework
Five Domains of 5 Step of
Digital Transformation Customer Network Strategy Generator

● Customers 1. Objective Setting

● Competition 2. Customer Selection and Focusing
● Data 3. Strategy Selection
● Innovation 4. Concept Generation
● Value 5. Defining Impact

The discussion will focusing on the most well-known

new initiatives, namely Anteraja
 Five Domains of
Digital Transformation
Five Domains of
Digital Transformation
Customers.
Customers – Exploit customer networks
Strategy:
● The company always conducts market research on a regular basis to find out the latest
market demand
● The company provides service features for customers to communicate directly with
customer service or even delivery couriers (satria)
● Providing the best service to give a positive impression so that customers can attract new
customers to use Anteraja's services
● Forcing businesses and brands to rethink how they reach customers
● Pick up orders by our couriers for customers time-saving
Five Domains of
Digital Transformation
Competition.
Strategy:
● Develop a business strategy on a regular basis so that it can always answer the challenges
that change every time
● Cooperating with e-commerce in delivering goods to buyers
● Striving to be top-of-mind in end-to-end logistics (B2C) delivery
● Completing the features in Anteraja such as by developing Bisnisaja, Titipaja, Fixaja and
Travylite
Five Domains of
Digital Transformation
Data.
Strategy:
● Collecting and processing the data that has been obtained in the order to be the basis for
developing future strategies and features
● Perform cyber security updates on customer data and convey it transparently to build trust
in customers
● Seeing customer data as a valuable asset that can benefit the company
● Required the purchase and maintenance of massive IT systems, such as cloud-based
systems for storing data
Five Domains of
Digital Transformation
Innovation.
Strategy:
● Recruiting young employees to gain insights and make breakthroughs to address market
needs
● B2B partners, not only sending packages but also office documents. For example, in
financial service, insurance has a policy book or letters for customers.
● open cooperation with sellers on social media platforms such as Instagram and Facebook.
Later, Anteraja will prepare a system that makes it easier for sellers and buyers to transact
online.
Five Domains of
Digital Transformation
Value.
Strategy:
● SATRIA is a guideline of values used by Anteraja couriers, which means Sigap, Aman,
Terpercaya, Ramah, Integritas and Amanah These values are the most important part for
Anteraja couriers to always provide the best service.
● In relation to the Covid-19 pandemic, Anteraja held a corporate social initiative program,
namely providing free shipping for donations of medical equipment and equipment for
handling Covid-19
● Being a tech-logistics partner for ecommerce platforms so that they can offer innovative
value proposition to their customers;
● Providing pick-up services to sellers, while other delivery providers usually require sellers
to go to certain drop-off points;
● Employing their own couriers to maintain a consistent level of service quality.
 Customer Network
Strategy Generator
 Customer Network Strategy Generator
1st Step: Objective Setting
Vision Mission
To become a technology-based delivery service Providing delivery services based on the latest
provider company that continues to grow to create technology based on strong values as a form of
shared values, through active collaboration with all contribution to the country's growth and improving
stakeholders, communities and society. the welfare of all stakeholders.

Objective:
● Providing technology based end-to-end logistics services that can meet customer needs
● To become a top-of-mind brand in the field of end-to-end logistics
 Customer Network Strategy Generator
2nd Step: Customer Selection and Focusing
Customer Segmentation:

Individual Online Seller Corporate - E-commerce

(Personal interest) (Small to medium enterprises) (Medium to big enterprises)
Objective: Objective: Objective:
To send packages either for intracity To sell products quickly and safely to To increase GMV (gross merchandise
or intercity customers value)

Value proposition: Value proposition: Value proposition:

Convenience, customers can send Convenience, punctuality, and speed Trackability, integration ability,
packages without leaving the house of delivery increased delivery options

Barrier: Barrier: Barrier:

Delivery service has not reached all Communicating the unique-value adding Credibility in fulfilling all the promised
regions in Indonesia and more expensive service to SMEs to be preferable choice than features, as the first delivery company to
than other services. long time competitors such as JNE & JNT use this business model in Indonesia
 Customer Network Strategy Generator
3rd Step: Strategy Selection

The best strategy by considering customer segmentation is customize strategy. By

applying this strategy, it is hoped that all customer segments can receive and take full
advantage of Anteraja's features. Moreover, nowadays, platforms that provide customizable
options are more popular because they can be used according to consumer needs.
Of course, the consequence of this strategy is the development of a platform that requires
more resources, because creating a customized platform requires more research and
development as well as more sophisticated applications.
 Customer Network Strategy Generator (SELIN)
4th Step: Concept Generation

Primary target customers of Anteraja are e-commerce sellers, which mainly consisted of small
number of employees. With the many operating activities in e-commerce. they wish to eliminate
process that spend a lot of time, such as driving and dropping orders to the nearest delivery service
store.

Anteraja provides better utility and higher productivity to the users by removing the hassle of
driving and dropping orders to delivery service store.
Generate
Concept To make the service fast to understand by market quickly, AnterAja automatically assigned SATRIA
drivers in the system. They also partnered with Tokopedia to be the main delivery provider, which
then proved to increase the public knowledge of Anteraja/
 Customer Network Strategy Generator
5th Step: Defining Impact
● Anteraja service makes it easier for customers to analyze the cost sending packages
automatically ( cost management ) and monitoring shipments by providing delivery reports
through dashboard ( operations management )
● In the addition to targeting consumers from the e-comemerce segment, Anteraja also targets
consumers from the corporate segment through BisnisAja.
● Anteraja can reach more people by providing delivery services to the entire Anteraja throughout
Indonesia.
● Anteraja can also create logistic ecosystem that is more convenient, affordable and complete.
“Be influenced by nothing but your
clients' interests. Tell them the truth.”
Arthur C. Nielsen