FR-UKKW-5.

1/R0

Universitas Kristen Krida Wacana

Naskah Ujian

 UTS √ UAS  Susulan UTS / UAS Ganjil / Genap 2022/2023

Program Studi : Magister Manajemen NIM :
: MM2KP001 – Strategic and Innovation
Kode - Mata Kuliah
Management
N I D - Nama Dosen : 2412 – Dr. Alexander, SE, MM Nama Mahasiswa:
Hari / Tanggal : Selasa, 11 April 2023
Waktu Ujian : 1 minggu Tanda Tangan :
Sifat Ujian : Take Home Exam
Lembar Jawaban : Ya / tidak
Kalkulator : Ya / tidak

Petunjuk:
 Baca dengan seksama paparan kegiatan perusahaan di bawah ini.
 Jawab pertanyaan dengan tepat disertai penjelasan terperinci dan komprehensif
mengacu kepada paparan dan teori yang telah Anda pelajari selama ini untuk
mendapatkan nilai yang baik.
 Otentifikasi jawaban Anda sendiri berdasarkan referensi dari literatur ilmiah akan
sangat dihargai untuk mendapatkan nilai lebih dibanding dengan hanya mengandalkan
Google untuk memperoleh jawaban.
 Jangan pernah mencoba untuk saling bertukar jawaban karena pasti akan ketahuan.
Sanksi akademik akan diberlakukan bagi yang melanggar aturan ini.

1. PT Mayora Indah Tbk. owned by Jogi Hendra Atmadja who was born in Jakarta in 1946.
After graduating high school then he continued his education at the faculty of medicine in
one of a private university in Jakarta. After graduating then together with Drs. Raden
Soedigdo and Ir. Darmawan Kurnia established Mayora on the date of 17th February 1977 in
Jakarta. Jogi Hendra Atmadja directly served as a chairman when the company established.
He also held the same position in three other companies (PT. Tunita Branindo, PT. Torabika
Eka Semesta and PT. Kakao Mas Gemilang) of Mayora Group. Jogi Hendra Atmadja has
three sons named Andre Sukendra Atmadja, Hendarta Atmadja and Wardhana Atmadja who
all currently serve as the member of the board of directors in the company.
At the present Mayora holds 40 percent market share of the snacks market in Indonesia.
Furthermore, Mayora’s products already penetrated up to 90 countries. Company’s income
rose to 17 trillion rupiah in 2017. It made the wealth of Jogi Hendra Atmadja rose
significantly. In 2016 the total wealth of Jogi Hendra Atmadja as the founder of Mayora was
about 10.6 trillion rupiah and occupied the 35th position of richest man in Indonesia. Then at
the beginning of 2018 the wealth of Jogi Hendra Atmadja rose more than three times to be
around
33.75 trillion rupiah because of the increasing price of Mayora’s share. The wealth grew again
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in 2019 to be around 42 trillion rupiah. It made his name entered the top ten richest man in
the Indonesian version of Forbes magazine. The wealth of Jogi Hendra Atmadja rose again to
about 60,47 trillion rupiah in 2020 or equivalent to USD 4 billion based on the information in
Warta Ekonomi.
Mayora established first plant in Tangerang with Jakarta and greater Jakarta as the target
market. After dominating Indonesian market then Mayora became a public compay in 1999
and targeted ASEAN as the next market. Mayora then continued to expand the market to
Asian and other countries outside Asia. At the present Mayora’s products have been
scattered in five continents in the world.
Mayora produces snacks as the main product. Roma Kelapa biscuit is a well-known product
that boomed at the end of the year 70s. Roma Kelapa biscuit then known as million people
biscuit which competing closely to Khong Guan biscuit. At the end of the year 80s Mayora
expanded the business by launching Kopiko which was the first coffee taste candy in
Indonesia. Kopiko rose quickly to the top position as bestseller product since the first time
launched since there was no similar product in the market at that time.
Mayora also penetrated the beverage packaged product such as Teh Pucuk Harum. Mayora
advertised heavily to shift Teh Botol Sosro position as the market leader. Teh Pucuk Harum
had spent around Rp. 226.39 billion just to advertise on television from 2011 to 2012 based
on data research from Nielsen. Mayora cooperated with PT Tirta Fresindo Jaya launched
brand Le Minerale as drinking water bottled product. They established seven factories in
Makassar, Medan, Pasuruan, Bogor, Sukabumi, Palembang and Cianjur to strengthen the
production to compete with the well-established brand such as Aqua.
Mayora as one of the Fast Moving Consumer Goods (FMCG) company has proved himself
to be one of the producers of high quality food through a variety of award obtained such as
“Top Five Best Managed Companies in Indonesia” from Asian Money, “Top 100 Exporter
Companies in Indonesia” from Swa magazine, “Top 100 public listed companies” from
Investor magazine, “the Best Manufacturer of Halal Products” from Majelis Ulama Indonesia
(MUI), “Best Listed Company” from Berita Satu, “Indonesia's Corporate Secretary Award”,
“The Top 5 of Good Corporate Governance Issues in Consumer Goods Sector” from Warta
Ekonomi and many more other awards.
Vision and Mission:
1. To be a qualified and reliable food and beverage manufacturer in domestic and
international market and to be a market leader in the similar products category.
2. To be able to obtain net profit above the average industry and to provide better value
added to all stakeholders of the company.
3. To be able to give a positive contribution to the environment and country where the
company located.
Mayora produces different integrated products in six categories: biscuit, candy, wafer,
chocolate, coffee, and health food. Mayora is well known as innovative company since they
successfully produce pioneer product in the market as the result of its product innovation.
Up to today Mayora group remains consistent on the major activities in food and drink
processing. The company determined to strive constantly to improve all the way and attempt
to achieve the best results for the sake of all workers, business partners, shareholders, and
consumer which in accordance with the objectives of the company.

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Here is the current organization structure of Mayora:

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 The company consistently launches several products or new product variants to develop the
local market and always optimize the sales on products that have been launched. The similar
strategy also applied to grab the international market so it can improve the export
performance. The company has been marketing its products to almost all countries in Asia.
The marketing strategy applied by the company is to study the trends of consumers
periodically as well as continue to innovate to meet the desires and needs of the consumer by
making new products to the right target market. The company actively carries out promotion
activities to support sales in accordance with each target market. The target market of
company’s products are whole layers of society that exists without restricted by the type of
gender, age, location, and price. The company also has a lot of products variants which can
meet the demand of most market segments and constantly improved in terms of quality and
type.
The company as a food manufacturer almost does not have the waste that can pollute the
environment. The company is also committed to develop a friendly environment industry.
Every aspect in the production chain that can affect the environment is always monitored and
controlled in earnest.
All the result quality of wastewater processing installation, the quality of the waste gas
emission from the process of combustion and the level of noise that is generated from the
production machines tested either by internal and external parties to ensure that the
production process is done safe and not harmful for the environment. The solid waste which
is produced from the wastewater processing in the plant is processed into organic fertilizer
that can be used by farmers to fertilize the land of his farm. Steam generator installation units
that can utilize production dregs as fuel are prepared to reduce the amount of solid waste that
cannot be reused.

Questions:
a. What is the current business-level strategy of Mayora? Please explain the reasons to
support your answer.
b. What is the current corporate directional strategy of Mayora? Please explain the
strategy in detail based on the provided description.
c. What is the international strategy of Mayora? Please explain the reasons to support
your answer.
d. What mode of entry Mayora uses in its international operation? Why does Mayora
use this mode of entry? Please explain the reasons to support your answer.
e. What type of organization structure of Mayora is applying currently? Do you think
Mayora has any special reasons to apply this kind of structure instead of other type
of structure? If yes, please explain the reasons to support your answer.
f. Do you think the balanced score card concept can be used by Mayora as strategic
control tool? If yes, please explain the reasons to support your answer based on each
perspective in balanced score card which relates to the Mayora activities as
described.
g. Please describe and explain the Business Model Canvas of Mayora. You are allowed
to get additional reliable information to support your answer from the mainstream
media if needed.
h. Please describe and explain the Value Proposition Canvas of Mayora.

2. Grab (previously known as GrabTaxi) is one of the platforms services on demand

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headquartered in Singapore which is now become a super app company. The company
started the business with transportation services, which further evolved to other services such
as food

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delivery and payment service through mobile application. Grab was founded in Malaysia
and the headquarter moved to Singapore later. Grab has been operating in almost the whole
of Southeast Asia except Laos and Brunei. Grab is the first startup company with the
valuation over USD 10 billion (decacorn) in Southeast Asia. Grab operates in Indonesia
providing vehicle booking services (GrabBike and GrabCar), courier service (GrabExpress),
food delivery (GrabFood), grocery delivery (GrabMart), medical teleconsultation
(GrabHealth) cooperates with GoodDoctor, and many other services on demand. Grab is
currently available in 125 cities all over Indonesia from Banda Aceh to Jayapura.
Grab’s journey towarded the status of decacorn started when they got A series funding worth
more than USD 10 million from Vertex Venture Holdings (one of subsidiary of Temasek
Holdings of Singapore) in April 2014. B series funding worth USD 15 million obtained from
GGV Capital (venture capital company from China) in May 2014. Grab secured C series
funding from Tiger Global (United States based company), GGV Capital and Vertex Venture
with total worth USD 65 million in October 2014. D series funding obtained from Softbank
Corp. around two months later in December 2014 worth not less than USD 250 million
which Grab claimed it as the largest publicly recorded for a company in South East Asia. E
series funding obtained in less than eight months later from Didi Chuxing and the China
Investment Corporation in August 2015, worth USD 350 million. Grab succeeded to secure F
series funding worth USD 750 million from Softbank, Didi, and Honda in September 2016.
Softbank together Didi and Toyota disbursed G series funding to Grab at August 2017 with
value reaching USD 2,5 billion. The company valuated USD 11 billion when Toyota invested
USD 1 billion in H series funding.
Grab opened research and development facilities in Singapore worth USD 100 million which
became a home for two hundred data engineers and scientists in 2015. Some of the most
expert brought in to support the development of this facilities. Someone who got quite
attractive attention is Wei Zhu, who was previously a Facebook engineer and the creators of
Facebook Connect be part of the Grab after leaving the company made by Mark Zuckerberg
in August 2015. Grab’s effort in research and development indicates that the strategy of
company’s development not only focus on the service that is already available. They aware
of the importance of new innovation, development of the application, new services and staff
management.
Grab decided to open development facilities and office in Seattle, United States in 2016. This
step was taken to ensure that the company won't miss all the current development in the
country of Uncle Sam and all at once opened the opportunity to recruit the most expert there.
Not a bit of media suspect Grab will soon be expanding in the region of North America.
However, alleged that directly refuted through the official statement of the company that
mention company’s focus to acquire as many as possible users in Asia.
Grab performed a trial service of electrical scooter rent (GrabWheels) in BSD City in May
2019. The service was then expanded up to Soekarno Hatta Airport and Central Jakarta area.
Later, the local government of DKI Jakarta banned the service after the death of the user of
GrabWheels.
The other no less interesting Grab business action was the decision to acquire Uber on 26 th
March 2018. Many parties claimed this as one of the largest deals in Southeast Asia. The
impact of the action is Uber now having 27.5 percent share of Grab and Dara Khosrowshahi
the Uber CEO at that time also joined in the ranks of Grab top management. Some similar
services like Uber Eats and Grab Food then merged.

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Questions:
a. Why did Grab acquire Uber? Was there any special reason? What strategy did
Grab try to implement? Please explain the reasons to support your answer. You can
get additional reliable information about it from the mainstream media if needed.
b. How was an internet tech startup like Grab able to disrupt the incumbent player
which long dominated by giant in transportation industry such as Blue Bird? Please
explain it in detail.
c. What should be done by Blue Bird at the beginning of the presence of startup tech
company such as Grab so that still can exist in the long run? Please explain it in
detail.
d. What do you think the key success factor of startup tech company such as Grab at
the beginning of its operation so it can grow and survive in the long term? Please
explain the reasons to support your answer.
e. What do you think the best criteria to valuate startup tech company such as Grab
with the current situation? What is the most important among those criteria? Please
explain the reasons to support your answer.
f. What is your opinion about the role of strategic management related to your answer
at point e? Please explain your opinion in detail.

Selamat Mengerjakan Sendiri dan Semoga Sukses!