SCENARIO PLANNING ON SUSTAINABLE COMPETITIVE ADVANTAGE WITH MARKET-BASED ASSETS AND MARKETING CAPABILITIES AS SOURCE, IN PT PLASTIC BANK INDONESIA

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Ramadhani Samantha, Frederick (2025) SCENARIO PLANNING ON SUSTAINABLE COMPETITIVE ADVANTAGE WITH MARKET-BASED ASSETS AND MARKETING CAPABILITIES AS SOURCE, IN PT PLASTIC BANK INDONESIA. Graduate thesis, Institut IPMI.

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Abstract

Globalization and sustainability imperatives have intensified competition in emerging markets, requiring firms to develop strategies that ensure resilience and long-term advantage. This study investigates how scenario planning can strengthen sustainable competitive advantage by leveraging market-based assets and marketing capabilities, using PT Plastic Bank Indonesia as a case study within the recycled plastics industry. The research addresses a critical gap in the literature: while sustainable competitive advantage has been widely studied in traditional industries and developed economies, few empirical studies explore its integration with scenario planning in emerging-market contexts, particularly within circular economy initiatives. By employing the TAIDA framework (Tracking, Analyzing, Imaging, Deciding, Acting), this study examines how PT Plastic Bank Indonesia mobilizes brand equity, partnerships, and stakeholder trust alongside communication agility, consumer engagement, and adaptability to navigate uncertain futures. The study applies a qualitative approach combining semi-structured interviews with key managers, participant observation, and literature review, triangulated to ensure validity. Four scenario archetypes—best case, worst case, business-as-usual, and transformative—were developed to analyses the interplay between regulatory dynamics, consumer adoption, and organizational resources. Findings reveal that while PT Plastic Bank Indonesia possesses strong assets and capabilities, gaps remain in digital integration, scalability, and balanced partnerships. Scenario planning provides actionable pathways to address these challenges, offering strategies such as investing in digital traceability platforms, expanding multi-stakeholder collaborations, optimizing supply chains, and enhancing consumer education.The study contributes both theoretically and practically. Academically, it enriches strategic management literature by demonstrating how market-based assets and marketing capabilities can be systematically aligned with scenario planning to sustain advantage under uncertainty. Practically, it offers PT Plastic Bank Indonesia—and similar enterprises—strategic options to strengthen resilience, improve decision-making, and position themselves as leaders in sustainability-driven industries.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 16 Dec 2025 04:50
Last Modified: 16 Dec 2025 04:50
URI: http://repository.ipmi.ac.id/id/eprint/2860

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