General Business

Environment (GBE)
TAUFIK
14/376082/PEK/20251
INTERNATIONAL 65

LIST OF CONTENT
COVER PAGE................................................................................................................................ 0
PREFACE ....................................................................................................................................... 1
LIST OF CONTENT ...................................................................................................................... 2
LIST OF TABLES .......................................................................................................................... 3
LIST OF FIGURES ........................................................................................................................ 4
CHAPTER I. INTRODUCTION .................................................................................................... 5
1.1.

Background ...................................................................................................................... 5

1.2.

Problem Statement ........................................................................................................... 6

1.3.

Research Objectives ......................................................................................................... 7

1.4.

Research Methods ............................................................................................................ 7

1.4.1.

Qualitative Research ................................................................................................. 7

1.4.2.

PESTEL Analysis ..................................................................................................... 7

1.4.3.

Data Sources ............................................................................................................. 8

1.5. Benefit of the Research ........................................................................................................ 8

CHAPTER II: COMPANY OVERVIEW ...................................................................................... 9
2.1. Company Profile .................................................................................................................. 9
2.2. Mission and Vision Statement.............................................................................................. 9
2.2.1. Mission .......................................................................................................................... 9
2.2.2. Vision........................................................................................................................... 10
2.3. Management and Organizational Structure ........................................................................ 10
CHAPTER III: EXTERNAL ENVIRONMENT FACTORS ....................................................... 11
3.1. Demographic Environment ................................................................................................ 11
3.1.1. Major Concern ............................................................................................................. 11
3.1.3. Opportunities ............................................................................................................... 14
3.1.3. Threats ......................................................................................................................... 14
3.1.4. Business Implications .................................................................................................. 15
3.2. Social Environment ............................................................................................................ 15
3.2.1. Major Concerns ........................................................................................................... 15
3.2.2. Opportunities ............................................................................................................... 16
3.2.3. Threats ......................................................................................................................... 16
3.2.4. Business Implications .................................................................................................. 17

LIST OF CONTENT
3.3. Cultural Environment ......................................................................................................... 17
3.3.1. Major Concerns ........................................................................................................... 17
3.3.2. Opportunities ............................................................................................................... 19
3.3.3. Threats ......................................................................................................................... 20
3.3.4. Business Implications .................................................................................................. 21
3.4. Natural Environment .......................................................................................................... 21
3.4.1. Major Concerns ........................................................................................................... 22
3.4.2. Opportunities ............................................................................................................... 24
3.4.3. Threats ......................................................................................................................... 24
3.4.4. Business Implications .................................................................................................. 24
3.5. Governmental Issues .......................................................................................................... 26
3.5.1. Major Concerns ........................................................................................................... 26
3.6.2. Opportunities ............................................................................................................... 29
3.6.3. Threats ......................................................................................................................... 29
3.6.4. Business Implications .................................................................................................. 29
3.6. Regional Environment........................................................................................................ 30
3.6.1. Major Concerns ........................................................................................................... 30
3.6.2.

Opprotunities........................................................................................................... 31

3.6.3.

Threat ...................................................................................................................... 32

3.6.4.

Implication .............................................................................................................. 32

3.7. Economic Development ..................................................................................................... 32

3.7.1. Major Concerns ........................................................................................................... 32
3.7.2. Opportunities ............................................................................................................... 34
3.7.3. Threats ......................................................................................................................... 35
3.7.4. Business Implications .................................................................................................. 35
3.8. Industrial and Sectoral Policies .......................................................................................... 35
3.8.1. Major Concerns ........................................................................................................... 36
3.8.2. Opportunities ............................................................................................................... 38
3.8.3.Threats: ......................................................................................................................... 39
3.8.4. Business Implications .................................................................................................. 39
3.9. Monetary and Fiscal Policies

41

LIST OF CONTENT
3.9.1. Major Concerns ........................................................................................................... 41
3.10. International Politics ........................................................................................................ 44
3.10.1. Major Concerns ......................................................................................................... 45
3.10.2. Opportunity ................................................................................................................ 47
3.10.3. Threat ......................................................................................................................... 48
3.10.4. Implication ................................................................................................................. 48
3.11. Domestic Politics.............................................................................................................. 49
3.11.1. Major Concerns ......................................................................................................... 49
3.13. Processing Technology .................................................................................................... 53
3.13.1. Major Concerns ......................................................................................................... 53
3.13.2. Opportunities ............................................................................................................. 56
3.13.3. Threats ....................................................................................................................... 57
3.13.4. Business Implications ................................................................................................ 58
CHAPTER IV: CONCLUSIONS AND FUTURE OUTLOOK .................................................. 59
4.1.

Conclusions .................................................................................................................... 59

4.2.

Recommendations for the Future ................................................................................... 60

BIBLIOGRAPHY

61

LIST OF TABLE
Table 1.1. Indonesias Potential as Emerging Economies .............................................................. 8
Table 1.2. Worldwide IT Spending Forecast (Billions of US Dollar) ............................................ 8
Table 3.1. Number of Poor People and Poverty Line by Regency/City in D.I. Yogyakarta ........ 19
Table 3.2. The Ranking of Eased of Doing Businesses Based Upon Various Criteria ................ 29
Table 3.3. Trend of Indonesian Corruption Performance Indicator.............................................. 30
Table 3.4. GDRP of DI Yogyakarta at 2000 Constant Market Price (2009-2013) ....................... 32
Table 3.5. Indonesias Economic Corridors ................................................................................. 36
Tabel 3.6. Industry Code, Computer and Software Service Group .............................................. 38
Table 4.1. Summary of External Factors and Major Concerns..................................................... 60

LIST OF FIGURES
Figure 1.1. Companys Macro Environment .................................................................................. 7
Figure 2.1. Site Office of PT. Air Media Persada ........................................................................... 9
Figure 2.2. Organization Structure of PT. Airmedia Persada ....................................................... 10
Figure 3.1. Business Environment ................................................................................................ 11
Figure 3.2. Indonesia Household Disposable Income .................................................................. 11
Figure 3.3. Indonesias MACs Population .................................................................................... 12
Figure 3.4. Indonesias MACs Population by Region .................................................................. 13
Figure 3.5. Cultural Influences on Organizational Behavior ........................................................ 17
Figure 3.6. Environmental Sustainability ..................................................................................... 21
Figure 3.7. The Collection and Dismantling of E-Waste in Yogjakarta ....................................... 22
Figure 3.8. Heat Map of Global Ranking on The Ease of Doing Business .................................. 26
Figure 3.9. Indonesian Rate of Ease of Doing Business in Details .............................................. 26
Figure 3.10 Economic Development Platform ............................................................................. 32
Figure 3.11. Indonesias Theme of Economic Corridor ............................................................... 33
Figure 3.12. Base Station and Subscriber Station ......................................................................... 36
Figure 3.13. Indonesias Current Account Decomposition (Billion USD) ................................... 40
Figure 3.14. Indonesias Exchange Rate and BI Reserves ........................................................... 40
Figure 3.15. CPI Inflation Trend................................................................................................... 41
Figure 3.16. CPI Decomposition .................................................................................................. 41
Figure 3.17. ASEAN Single Market ............................................................................................. 44
Figure 3.18. Net Inflow of Foreign Direct Investment to ASEAN (2008 2012) ....................... 44
Figure 3.19. Indonesia, ASEAN and the World Economic Outlook ............................................ 45
Figure 3.20. Relation between political awareness and intent of actions ..................................... 47
Figure 3.21. Kompas Political Map and Political Awareness Survey .......................................... 48
Figure 3.22. Political Support During President SBY .................................................................. 48
Figure 3.23. ICT Competitiveness in ASEAN.............................................................................. 49
Figure 3.24. ASEAN Software/IT Competitiveness ..................................................................... 50
Figure 3.25. ASEAN IT Spending in 2012 ................................................................................... 50
Figure 3.26. Boom of Digital Media in Indonesia ........................................................................ 53
Figure 3.27. Indonesias Twitter Usage ........................................................................................ 53
Figure 3.28. Time Spent on The Internet ...................................................................................... 54

BACKGROUND
Indonesia in 2012

Source: Mc Kinsey Global Institute, 2012

Indonesia in 2030

BACKGROUND

GDP

55 60% Consumption
Consumer Spending Rate
Economic Growth

BACKGROUND
Information technology (IT) is the application of computers
and telecommunications equipment to store, retrieve,
transmit and manipulate data, often in the context of a
business or other enterprise (Daintith, John. 2009).
Worldwide IT spending forecast (billions of U.S.
Category
2014 spending 2015 spending
Devices
685
725
Data center systems
140
144
Enterprise software
321
344
IT services
967
1,007
Telecom services
1,635
1,668
Total
3,748
3,888
Source: Gartner

BACKGROUND

IT industry

Creative sector
10.72% of labor absorption

11.4 million jobs

5.4 million businesses

BACKGROUND
High-level job
Financial reserve (Import)
National income (export)

Work efficiency
Service quality
No natural resources
No Pollution
No extensive areas
High value

Relatively long life cycle

BUSINESS ENVIRONMENT

Source: Leonellha Barreto Dillon. 2014. Economic Environment. Module 4

PROBLEM STATEMENT
1. What are the opportunities and threats faced by
PT. Air Media Persada in regard to the changing
of its external business environment?
2. How is the implication of that opportunities and

threat to the business or to the Software

industry?

RESEARCH OBJECTIVES
1. Analyze the comprehensive external factors that
influence the operations of PT. Air Media Persada
2. Provide an overview of the industry to the
management of PT. Air Media Persada.

3. Extend some recommendations to the companys

management in facing the competition of Indonesian

IT industry, particularly in Yogyakarta.

RESEARCH METHODOLOGY
Qualitative Research
A procedure that aims to collect and analyze the data
descriptive of writing, oral expression of people and behavior
that can be observed
PESTEL Analysis
A framework or tool used by marketers to analyze and monitor
the macro-environmental (external marketing environment)
factors that have an impact on an organization.
Data Sources
Primary data: PT. Air Media Persada team of management
Secondary data: the companys website, news websites,
journals and textbooks from the extensive library sources.

RESEARCH METHODOLOGY
Benefit of the Research
Knowing and understanding the opportunities and
threats to be faced as well as the implications on
the business activities of PT. Media Persada
Persada will be useful as the reference in decision
making process that will affect the companys
existence in the future. The right decision will
ensure the continuity and growth of the company, as
well as the way it should build competitive
advantage to survive the highly competitive
environment.

MACRO ENVIRONMENT

Economic

Environmental

Source: Processed by the Author

COMPANY PROFILE
PT. Air Media Persada (Airmedia) is an IT Company
based in Jogjakarta-Indonesia

Services:
Custom Software Development, Data Migration and
Integration, Web Services, as well as Network and System
Administration, and other IT related services.
Airmedia use a variety of technologies, including PHP,
AJAX, CodeIgniter Framework, MySQL, Javascript,
JQuery and Linux Server distributions (Ubuntu, Red Hat,
Fedora, SUSE, Slackware, Mint, etc.)
Clients: Government, Private Companies, School,
University

COMPANY PROFILE
Mission
1. Develop Information Technology Industry with orientation to
promote the use of Information Technology, and
Professional Business and Services orientation.
2. Accommodate Potential Human Resources in IT and
develop business opportunities in the field of Information
Technology.
3. Contributes to the Development and Advancement of
Information Technology.

Vision:
Airmedias vision is to be a one-stop software partner for
global clients while maintaining an open-minded, dynamic,
and customer-centric approach to delivering cutting-edge
solutions.

COMPANY PROFILE
Address: Ruko Permai Magelang No.8 (lantai 2), Jalan Magelang Km. 4,6 - Utara
TVRI, Special Region of Yogyakarta 55284, Indonesia

COMPANY PROFILE
Airmedia implement a lean organizational structure. With this model there
are dedicated managers/leaders for every major specialization, "hiring" their
people for specific projects led by product/project manager. This creates
cross-functional activities among the product/project managers and special
"resources" managers

1. DEMOGRAPHIC ENVIRONMENT
Main Issue

Source: Euromonitor International

1. DEMOGRAPHIC ENVIRONMENT
Main Issue

1. DEMOGRAPHIC ENVIRONMENT
Main Issue

1. DEMOGRAPHIC ENVIRONMENT
Direct

Indirect

Customers & Investors

Talents
Profitability

Cross-Industry Coop.
Growth and Expansion
Profitability

Talents Bargaining
Competition

Income Inequality

Value Chain
Competitive Advantage
Business Strategy
Learning and Growth

2. SOCIAL ENVIRONMENT
Main Issue
Number of Poor People and Poverty Line by Regency/City in D.I. Yogyakarta

September 2011
Regency/City

Poverty Line

September 2012

Poor People

(Rp/cap/month ) Total

Poverty Line

Poor People

(Rp/cap/month ) Total

1. Kulonprogo

240,301

2. Bantul

264,546 159.4 17.28

284,923 158.8 16.97

3. Gunungkidul

220,479 157.1 23.03

238,438 156.5 22.72

4. Sleman

267,107 117.3 10.61

288,048 116.8 10.44

5. Yogyakarta

314,311

9.62

340,324

564 16.1

270,110

DIY

257,909

92.8 23.62

37.7

Source : National Socio- Economics Survey, BPS- Statistics of D.I. Yogyakarta Province

256,575

92.4 23.32

37.6

9.38

562 15.9

2. SOCIAL ENVIRONMENT
Direct

Indirect

Social Contribution
Image
Cooperation

Cross-Industry Coop.
Government Policy

Limited Resources
Image

Not Significant

Public Relation Policy

Learning and Growth

3. CULTURAL ENVIRONMENT
Main Issue

Sources: Kinicki and Fugate. 2013 (p.61)

3. CULTURAL ENVIRONMENT
Main Issue
Based on Sukarno (2010), the culture of Javanese people
can be represented by some concepts, i.e.:

Tata Krama
A good conduct or etiquette.
Andhap-Asor.
Andhap low and asor humble. This concept
dictates the Javanese to be low profile.
Tanggap ing Sasmita
The ability to read between the lines.

3. CULTURAL ENVIRONMENT
Direct
Supportive Values
Minimize Conflict

Indirect
Unique Attributes

Integration Challenge
Unsolved Conflict
Potential Free Riders
Communication Barriers
Culture Clash

Cultural Aligning
Professional Culture
Learning and Growth

4. NATURAL ENVIRONMENT
Main Issue
With a population of about 517,000, Yogyakarta is one of the major cities in
Indonesia. Based on the research conducted by Rochman (2010), Yogyakarta
produces approximately 250 metric tons of waste daily, of which E-waste is
estimated to add up 1.2 tons, equal to a family of five discarding a PC every day (a
set of PC includes a CRT monitor, motherboard, Central Processing Unit (CPU),
Random Access Memory (RAM), optical disc drive, hard disk, keyboard, and mouse.

4. NATURAL ENVIRONMENT
Direct

Indirect

Collaboration
CSR Programs
Green Computing

Networking

Imitable Program
Motivations/Interest
Insufficient Resources

Political Agenda

Green IT Strategy
CSR Strategy
Collectivity

5. GOVERNMENTAL ENVIRONMENT
Main Issue
Trend of Indonesian Corruption Performance Indicator

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Indonesia 22 24 23 26 28 28 30 32 32 34
Source: Transparency International

Indonesia was ranked 107th (out a total of 175 countries) based on

2014 Corruption Perceptions Index (CPI) released by Transparency
International. As such, Indonesia continues to improve gradually
through the ranks of the index. However, with a score of 34 (out of a
possible - and perfect - score of 100) the country still lags behind its
regional peers such as Singapore (84), Malaysia (52) and the
Philippines (38)

5. GOVERNMENTAL ENVIRONMENT
Main Issue

BACKGROUND

5. GOVERNMENTAL ENVIRONMENT
Direct

Indirect

Collaboration
Clean Policy

Networking

Scale
Complexity
Business Growth

Less Significant
Less Attractive

Collective Effort
Business Strategy
Learning and Growth

6. REGIONAL ENVIRONMENT
Main Issue

Source: www.bps.go.id

6. REGIONAL ENVIRONMENT
Direct

Indirect

IT Innovation

Growth and Expansion

Profitability

Relative market share

Business Strategy

7. ECONOMIC DEVELOPMENT
Main Issue
Economic Corridors
Important part of the MP3EI (Master Plan for the Acceleration and Expansion of
Indonesias Economic Development) is the development of economic corridors in
Indonesia based on the potentials and advantages inherent to each region throughout
the country. Six economic corridors have been identified:

Sumatra
Java
Kalimantan
Sulawesi

Center for production and processing of natural resources and the nations
energy reserves
Driver for national industry and service provision
Center for production and processing of national mining and energy
reserves
Center for production and processing of national agricultural, plantation,
fishery, oil & gas, and mining

Bali - Nusa
Gateway for tourism and national food support
Tenggara
Papua - Moluccas Center for development of food, fisheries, energy, and national mining
Source: indonesia-investment.com

7. ECONOMIC DEVELOPMENT
Direct

Indirect

Contribute in IT
IT demand

Networking

Less Support

Market share
Investment

Business Strategy
Learning and Growth

8. INDUSTRIAL AND SECTORAL POLICY

Main Issue

Act No.27 year 2015 that requiring all

4G technology activities in Indonesia
must have local content minimum
30% for Base Station and 20% for
Subscriber Station, effective on 1
January 2017

8. INDUSTRIAL AND SECTORAL POLICY

Base Station (e node b or eNB) Berbasis Standar Teknologi Long-Term Evolution, yang
selanjutnya disingkat BS LTE adalah perangkat yang berfungsi untuk menyediakan
konektivitas, manajemen dan kontrol terhadap Subscriber Station, berikut antenanya.
Subscriber Station (User Equipment/UE) Berbasis Standar Teknologi Long-Term Evolution,
yang selanjutnya disingkat SS LTE adalah alat dan perangkat perangkat telekomunikasi
berbasis standar teknologi Long-Term Evolution yang berada pada pengguna.

Attachment of Act No.27 year 2015

8. INDUSTRIAL AND SECTORAL POLICY

Direct

Indirect

Market Share
Collaboration
Investment

Networking

Competition (AFTA)
Lack of Talent

Political Interest

Business Strategy
Competitive Advantage
Learning and Growth

9. FISCAL AND MONETARY POLICY

Main Issue

Source: OECD. 2015

9. FISCAL AND MONETARY POLICY

Main Issue

Source: OECD. 2015

9. FISCAL AND MONETARY POLICY

Direct

Indirect

Profitability
Value Preposition

Market Share
Domestic Demand

Domestic Demand
Labor

Value of Money
Profitability
Opportunity Cost
Uncertainty

Business Strategy
Competitive Advantage
Learning and Growth

10. INTERNATIONAL POLITICS

Main Issue

IN ADDITION, the single market and production base also

include two important components, namely, the priority
integration sectors, and food, agriculture and forestry.

10. INTERNATIONAL POLITICS

Main Issue

Source: Cagape. 2015

BACKGROUND

10. INTERNATIONAL POLITICS

Direct

Indirect

FDI
Transfer of Resources
Collaboration

Market Share

Competition
Profitability
Labor Market

Domestic Demand

Business Strategy
Competitive Advantage
Learning and Growth

11. DOMESTIC POLITICS

Relation between political awareness and intent of actions

Source: Alexander Van Dam. 2013

11. DOMESTIC POLITICS

Main Issue

Source: Kompas

11. DOMESTIC POLITICS

Source: blog faisal basri

11. DOMESTIC POLITICS

Indirect

Direct
Market Niche

Nepotism

Business Strategy

Counter-Productive
Domestic Demand
Collateral Problems
Nepotism

12. INFORMATION TECHNOLOGY

Main Issue

Source: EIU2011, presented by IMC Institute. 2013

12. INFORMATION TECHNOLOGY

Main Issue

12. INFORMATION TECHNOLOGY

Main Issue

12. INFORMATION TECHNOLOGY

Main Issue

12. INFORMATION TECHNOLOGY

Direct

FDI
Transfer of Resources
Collaboration
Value Chain

Competition
Profitability
Labor Market
Business Strategy
Competitive Advantage
Learning and Growth

Indirect

Market Share

Domestic Demand

13. PROCESSING TECHNOLOGY

Main Issue

Source: www.techinasia.com

13. PROCESSING TECHNOLOGY

Main Issue

Source: www.techinasia.com

13. PROCESSING TECHNOLOGY

Source: Simon Kemp. 2014

13. PROCESSING TECHNOLOGY

Current Issue in IT
Cloud
Computing

A Style of Computing in which IT Services are

delivered on-demand and accessible via the Internet

Big Data

High volume, mostly text, stream in from multiple channels

and sources including mobile devices, social content,
clickstream data, video, photo, financial, medicall,
research, customer, B2B transactions

Internet of
Things

Set of Capabilities enabled when physical things

are connected to the internet via sensors.

Mobile
Revolution

The uninterrupted trend towards using mobile devices

impacts all areas of business and personal live by
transforming how people interact, consume information and
services, collaborate, and work (Accenture, 2013)

Social media/
Collaboration

Social media and collaboration technologies enable new

ways and drive expectations of interacting, personalization
and building relationships within and beyond the
organization (Accenture, 2013)

Source: Turban et al. 2014

13. PROCESSING TECHNOLOGY

Direct

FDI
Transfer of Resources
Collaboration
Value Chain

Competition
Profitability
Labor Market
Business Strategy
Competitive Advantage
Learning and Growth

Indirect

Market Share

Domestic Demand

CONCLUSION
1. Different Target, Different Strategies
2. Competition (Regionally and Internationally)
3. Business Continuity Depends on Performance
4. Technology is Rapidly Change
5. IT Activities May Influence the Environment
6. IT Business is Influenced by the Development
of Other Businesses
7. Company Need to Contribute to the Society
8. The Company Have to Manage Threat and
Opportunities to Maintain the Existence

RECOMMENDATION
1. Market Analysis (focus strategies)
2. Develop Distinctive Competitive Advantage
3. Balance Score Card (Finance, Customer,
Business Process, Learning and Growth)
4. Keeping Up With the Current Trend in
Technology
5. Optimizing Green Computing (resource
collaboration, funding, etc)
6. Develop Extensive Networking
7. CSR Strategy Integration
8. Focus on Value Driven Strategy

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Alexander Van Dam. 2013. The influence of politics in (business) relationships
(http://www.dam-development.nl/blog/2013/12/07/the-influence-of-politics-inrelationships/)

BPS. 2014. GDRP of DI Yogyakarta at 2000 constant Market Price.

(http://yogyakarta.bps.go.id)
BPS. Statistics of DI Yogyakarta. 2014. National Socio-Economic Survey
Boston Consulting Group. 2013. Indonesias Rising Middle-Class and Affluent
Consumers
(https://www.bcgperspectives.com/content/articles/center_consumer_customer
_insight_consumer_products_indonesias_rising_middle_class_affluent_consu
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Kreatif Tertentu Tahun 2010-2014
Daintith, John. 2009. "IT", A Dictionary of Physics, Oxford University Press

REFFERENCES
Efraim Turban, Linda Volonino, and Gregory R. Wood. 2015. Information Technology
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Faisal Basri. 2014. Sesat Pikir Koalisi

(http://politik.kompasiana.com/2014/04/18/sesat-pikir-koalisi-649950.html)
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REFFERENCES
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REFFERENCES
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