Redefining Customer Value Proposition and Organizational Culture at Astra BMW

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Lazuardi, Fariz and Mudim, Guston Imam and Lestari, Hesti Nur and Sitanggang, Jasuman (2014) Redefining Customer Value Proposition and Organizational Culture at Astra BMW. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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In responding to the substantial changes in the BMW business line that occurred on 2001, PT Astra International (AI) decided to give up the license as the Sole Agent of BMW. Since then, the wholesale and distribution function have been transferred to PT. BMW Indonesia, the wholly owned subsidiary of BMW AG Germany, which resulted in an unavoidable major shift in Astra's BMW business model. Previously, as the Sole Agent of BMW in Indonesia, Astra has authority over all business activities related to the procurement and distribution of BMW products & services BMW in Indonesia. Astra BMW Sales Operation, once the Sole Agent and the main dealer of BMW in Indonesia, now is only one of the dealers of BMW, while PT. BMW Indonesia is the main dealer and the representative of the BMW principle. The new business model has made a huge impact for the company. Astra BMW business experienced a significant reduction, both in terms of business volume and profitability. Furthermore, at the same time Astra BMW must also compete for market share with eight other BMW dealers in Indonesia, and also comply with the policies and regulations from PT. BMW Indonesia. The financial and business downturn had also negative impact on the morale of the employee. In brief, the objective of this project is to redefine the Customer Value Proposition and the Organizational Culture of Astra BMW, so that the company will have strong foundation in formulating business strategy and achieving target, while at the same time ensuring the readiness of the organization and its people to support the organizational transformation and new direction.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 20 Jan 2020 03:06
Last Modified: 22 Jan 2020 02:33

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