Redesigning Business Strategy and Implementation in Courier Services Industry (Csi) Case Study: Pt Pos Indonesia

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Redesigning Business Strategy and Implementation in Courier Services Industry (CSI) Case Study: PT Pos Indonesia

Abstract
Pos Indonesia as one of company that performing a delivery service and the only state-owned-enterprise that do this business. If we see the history of postal and CSI, Pos Indonesia have ever becoming the biggest company in that kind of service. But nowadays, rapid changes in this industry and the tardiness of Pos Indonesia management to deal with the change has made them lose from the competition on the same Industry. Redesigning business strategy is something that Pos Indonesia need to perform at this time to make them more competitive and can join the battle again.

History of Pos Indonesia
Kantorpos was first established in August 26, 1746, in Batavia by Governor General GW Baron van Imhoff to assure the safety of citizen's mail, especially for those who trade from offices outside Java and those who travel from/to Netherland. The development of technology and infrastructure in Indonesia has change how Pos serve their customer.

The first change is the construction of jalan raya pos from anyer to panarukan that make it easily for Pos Indonesia to send th letter and package. The second change is the development of technology – telephone and telegraph – that come to Indonesia in the initial of 20th century.

In 1906, Pos Indonesia change its name and became Posts Telegraafend Telefon Dienst (PTT). On September 27th, 1945, it officialy became PTT Republik Indonesia. Until 1995, it already face several change on name and in 1995 it is become Perseroan Terbatas, PT Pos Indonesia (Persero) until now.

Pos Indonesia, Change or Die: An overview of Pos Indonesia Business When will be the last time you send physical mail via Pos Indonesia? For the most part of people today, physical mail is not becoming the instrument to send a message for someone anymore. It is already an old-fashioned way to communicate with. At this time, when technology is growing more and more, there are many ways to communicate easily, faster, and cheaper better than using a physical mail. Well maybe some minority still using that, but it is decreasing and in the near future, physical mail will be dissapear.

That is the most influencing factor that change how Pos Indonesia do their business. It is Technology. Technology is growing for the past decades and will still change in a more futuristic level. Short Message Services (SMS), Internet services, Electronic Mail (E-mail), and even social media has becoming Pos Indonesia’s Competitors – besides some other courier service company that also slow but sure win the competition.

One thing that Pos Indonesia have to perform now is CHANGE or DIE. The mean of change here is they need to expand their type of business and not stop in just becoming a postal company. Change means they have to adapt with all the shift in the business world. They have to grow up for a bigger vision, that is becoming a network company.

What will be the implication for the business? Of course for the first time is they have to adjust their main business from just a postal business to a more diverse business type. The second will be redefining what is the core competencies of what Pos Indonesia good at and explore it. The last one si re-branding. Until now, people in Indonesia still think that Pos Indonesia is not changing. That is what Pos Indonesia management need to conducted.

This paper will focus on the most emerging service in Indonesia that Pos Indonesia can focusing on. It is Courier Delivery Service. This kind of service has becoming the most growing business on this industry due to change in people social behavior. Pos Indonesia’s competitor has gain much profit on this business. Pos Indonesia have to grab their market in this type of product to make their business back in line.

Business Strategy Theory
In business strategy development, the first thing to do is analyzing what...
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