DEVELOPING THE STRATEGY FOR STEEL SALES BY SCENARIO PLANNING APPROACH (CASE STUDY: PT KRAKATAU STEEL ) FINAL PROJECT In partial fulfillment of the requirements for the master’s degree from Institut Teknologi Bandung By TUMPAL HAMONANGAN SIMATUPANG Student ID: 29321082 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG September 2023 i ABSTRACT DEVELOPING THE STRATEGY FOR STEEL SALES BY SCENARIO PLANNING APPROACH (CASE STUDY: PT KRAKATAU STEEL) By Tumpal Hamonangan Simatupang Student ID: 29321082 (Master of Business Administration Program) The steel industry as the mother of industry is a sector that has a strategic role in efforts to build national economic independence, become the main supporter of infrastructure development, and the development of the steel industry is a benchmark in industrial development in Indonesia. Over time, competition in the domestic steel industry has been growing, not only being controlled by PT Krakatau Steel itself, but many competitors have emerged for the same products as those produced by PT Krakatau Steel. One of the challenges for PT Krakatau Steel is how to dominate the market share with the right steel sales strategy. Companies need to prepare themselves by making strategies for a challenging future. To get the right strategy, the company must conduct a thorough analysis of external and internal factors. The main problem of this project is how the Sales Team can sell the steel products close or equal to the plant's installed capacity and can dominate the domestic market share amidst the many competitors, both local and imported. The development of scenario planning helps the company to see the future steel industry environment, offers solutions to overcome various challenges, and provides an implementation plan as a guideline for the company's strategy. As a result of the findings, the two most critical and uncertain factors that need to be considered by PT Krakatau Steel are raw material prices and government policies toward the national steel industry. These two factors form a 2 x 2 matrix and form four scenarios, namely Armageddon, The King, The King's Speech, and Cast Away. The implications and options of the scenarios are explored to generate various strategies. Furthermore, early warning signals are set to give a warning to the company and guide the company towards which scenario will occur. In closing, a strong strategic plan was prepared as a reference for the company in facing business challenges and changes in the next seven years. Keywords: Steel Industry, Scenario Planning, Internal and External Analysis, Strategic Planning, Krakatau Steel ii ABSTRAK MENGEMBANGKAN STRATEGI UNTUK PENJUALAN BAJA DENGAN PENDEKATAN SCENARIO PLANNING STUDI KASUS: PT KRAKATAU STEEL Oleh Tumpal Hamonangan Simatupang 29321082 (Program Studi Magister Administrasi Bisnis) Industri baja sebagai mother of industry merupakan sektor yang memiliki peran strategis dalam upaya membangun kemandirian ekonomi nasional, menjadi pendukung utama pembangunan infrastruktur, dan berkembangnya industri baja menjadi tolak ukur dalam perkembangan industri di Indonesia. Seiring waktu berjalan, persaingan industri baja di domestik semakin meningkat, tidak hanya dikuasai oleh PT Krakatau Steel sendiri lagi, melainkan sudah banyak lahir kompetitor untuk produk yang sama seperti yang diproduksi oleh PT Krakatau Steel. Salah satu tantangan bagi PT Krakatau Steel adalah bagaimana bisa menguasai market share dengan strategi penjualan baja yang tepat. Perusahaan perlu mempersiapkan diri dengan membuat strategi di masa depan yang penuh tantangan. Untuk mendapatkan strategi yang tepat, perusahaan haruslah mengadakan analisis menyeluruh terhadap faktor-faktor eksternal dan internal. Masalah utama dari proyek ini adalah bagaimana Team Sales bisa menjual produk baja mendekati atau sama dengan kapasitas terpasang pabrik dan bisa menguasai market share domestik di tengah banyaknya kompetitor baik lokal maupun impor. Pengembangan perencanaan skenario membantu perusahaan untuk melihat lingkungan industri baja masa depan, menawarkan solusi untuk mengatasi berbagai tantangan, dan memberikan rencana kegiatan implementasi sebagai pedoman strategi perusahaan. Sebagai hasil temuan, dua faktor yang paling kritis dan tidak menentu yang perlu jadi perhatian PT Krakatau Steel adalah harga bahan baku dan kebijakan pemerintah terhadap industri baja nasional.