Analysis of E-Business Strategy at PT Damri: PEST, SWOT, Porter's Five Forces, and Value Chain Approach
DOI:
https://doi.org/10.32664/j-intech.v14i02.2347Keywords:
digital transformation, e-business strategy, PT Damri, Porter's Five Forces, SWOT analysisAbstract
This study aims to analyze the e-business strategy implemented by PT Damri, a state-owned transportation company in Indonesia. Using a qualitative case study approach, data were collected through literature studies and analyzed using PEST, SWOT, Porter's Five Forces, and Value Chain analysis. The results show four key findings: (1) PEST analysis identifies technological factors (4G/5G, cloud computing, IoT) as the primary drivers of digital opportunity, while social barriers (digital divide, low literacy) remain the main challenges; (2) Porter's Five Forces reveals high buyer bargaining power and high competitive rivalry as the most critical external pressures requiring digital differentiation; (3) SWOT analysis positions PT Damri in the SO (Strengths-Opportunities) quadrant, indicating that brand strength and extensive route networks should be leveraged to capitalize on growing smartphone penetration; (4) Value Chain analysis shows that marketing & sales and customer service activities derive the highest benefit from e-business integration. Based on these findings, the study recommends strengthening the digital platform, strategic partnerships with travel and fintech platforms, digital training for employees, and phased digital transformation to minimize disruption.
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