PROPOSED BUSINESS STRATEGY FOR PT ACEINNO TECHNOLOGIES TO INCREASE REVENUE BY IMPLEMENTING SOFTWARE TEST AUTOMATION SERVICES FINAL PROJECT In Partial fulfilment of the requirements for the master’s degree from Institut Teknologi Bandung By RAKESH KUMAR MUDAVATH Student ID: 29322752 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG September 2024 i ABSTRACT PROPOSED BUSINESS STRATEGY FOR PT ACEINNO TECHNOLOGIES TO INCREASE REVENUE BY IMPLEMENTING SOFTWARE TEST AUTOMATION SERVICES By Rakesh Kumar Mudavath Student ID: 29322752 (Master of Business Administration Program) This research examines strategies for PT ACEINNO Technologies to enhance its value proposition, increase revenue, and identify growth opportunities within the IT software testing industry. Utilizing SWOT, TOWS, and PESTEL analyses, the research reveals key strengths such as high customer satisfaction and advanced Test Automation, alongside weaknesses like project time constraints and areas for improvement in Test Automation processes. The analyses also highlight opportunities in AI technology and new product exploration, while identifying threats from short technology cycles and intense competition. The study proposes three strategic imperatives for PT ACEINNO Technologies. First, it emphasizes the need to enhance the company's value proposition by leveraging AI and advanced Test Automation tools, which will differentiate PT ACEINNO from competitors and improve service efficacy. Second, it advocates for developing a new business strategy focused on market expansion, service diversification, and operational efficiency. This includes exploring new markets, offering consulting and training services, and optimizing processes to reduce costs and increase profitability. Third, it underscores the importance of identifying and leveraging emerging trends to create growth opportunities and maintain industry leadership. The implementation plan involves systematic approaches to market research, AI integration, and continuous learning and development for employees. PT ACEINNO Technologies is advised to invest in Test Automation tools, advanced project management systems, and regular employee training to stay competitive and responsive to market trends. Additionally, the company should focus on professional services and talent management to attract and retain top talent. The conclusions drawn from the research indicate that PT ACEINNO Technologies can achieve greater differentiation, increase revenue, and create new growth opportunities by strategically leveraging its strengths, addressing weaknesses, and capitalizing on emerging trends. Recommendations include practical steps for QA teams, managerial implications for senior management and HR, and suggestions for further research on AI-enabled QA tools and their impact on business performance. Keywords: AI Integration, Test Automation, Value Proposition, Business Strategy, IT Software Testing. ii ABSTRAK USULAN STRATEGI BISNIS PT ACEINNO TECHNOLOGIES UNTUK MENINGKATKAN PENDAPATAN DENGAN MENERAPKAN LAYANAN OTOMASI PENGUJIAN PERANGKAT LUNAK Oleh Rakesh Kumar Mudavath Student ID: 29322752 (Program Studi Magister Administrasi Bisnis) Penelitian ini mengkaji strategi PT ACEINNO Technologies untuk meningkatkan proposisi nilai, meningkatkan pendapatan, dan mengidentifikasi peluang pertumbuhan dalam industri pengujian perangkat lunak TI. Dengan menggunakan analisis SWOT, TOWS, dan PESTEL, penelitian ini mengungkapkan kekuatan utama seperti kepuasan pelanggan yang tinggi dan Otomatisasi Pengujian yang canggih, serta kelemahan seperti kendala waktu proyek dan area yang perlu ditingkatkan dalam proses Otomatisasi Pengujian. Studi ini mengusulkan tiga keharusan strategis bagi PT ACEINNO Technologies. Pertama, hal ini menekankan perlunya meningkatkan proposisi nilai perusahaan dengan memanfaatkan AI dan alat Test Automation yang canggih, yang akan membedakan PT ACEINNO dari pesaing dan meningkatkan efektivitas layanan. Kedua, mendukung pengembangan strategi bisnis baru yang berfokus pada perluasan pasar, diversifikasi layanan, dan efisiensi operasional. Hal ini termasuk menjajaki pasar baru, menawarkan layanan konsultasi dan pelatihan, serta mengoptimalkan proses untuk mengurangi biaya dan meningkatkan profitabilitas. Rencana penerapannya melibatkan pendekatan sistematis terhadap riset pasar, integrasi AI, serta pembelajaran dan pengembangan berkelanjutan bagi karyawan. PT ACEINNO Technologies disarankan untuk berinvestasi pada alat Test Automation, sistem manajemen proyek yang canggih, dan pelatihan karyawan secara berkala agar tetap kompetitif dan responsif terhadap tren pasar. Selain itu, perusahaan harus fokus pada layanan profesional dan manajemen talenta untuk menarik dan mempertahankan talenta terbaik. Kesimpulan yang diambil dari penelitian ini menunjukkan bahwa PT ACEINNO Technologies dapat mencapai diferensiasi yang lebih besar, meningkatkan pendapatan, dan menciptakan peluang pertumbuhan baru dengan memanfaatkan kekuatan yang dimiliki secara strategis, mengatasi kelemahan, dan memanfaatkan tren yang muncul. Rekomendasi mencakup langkah-langkah praktis untuk tim QA, implikasi manajerial bagi manajemen senior dan SDM, dan saran untuk penelitian lebih lanjut mengenai alat QA yang didukung AI dan dampaknya terhadap kinerja bisnis. Kata Kunci: Integrasi AI, Otomatisasi Pengujian, Proposisi Nilai, Strategi Bisnis, Pengujian Perangkat Lunak TI. DECLARATION OF NON-PLAGIARISM Plagiarism is considered as the act of dishonesty and a breach of academic ethics in which strongly against the School’s policy and regulation. I declare that materials presented in this Final Project are my own work and do not involve plagiarism. Should I do plagiarism in this Final Project, hereby I am willing to accept any consequences determined by the School. Date: 30-Juli-2024 Name: Rakesh Kumar Mudavath Student ID: 29322752 Signed Plagiarism is: Plagiarism is presenting someone else’s work or ideas as your own, with or without their consent, by incorporating it into your work without full acknowledgement. All published and unpublished material, whether in manuscript, printed or electronic form, is covered under this definition. Plagiarism may be intentional or reckless, or unintentional. Under the regulations for examinations, intentional or reckless plagiarism is a disciplinary offence. (Oxford, 2019) Signed by MUDAVATH RAKESH KUMAR (RKM1991) Signed at Jul 30, 2024 19:14:14 iii VALIDATION PAGE iv FINAL PROJECT GUIDANCE Unpublished masters’ final project is registered and available in the Library of Institut Teknologi Bandung, and is open for public, provided that the author owns the copyright in accordance with the intellectual property rights that are applicable in the Library of Institut Teknologi Bandung. Bibliographical references are allowed to be use in a limited manner, however the citation and summarization can only be proceeded upon the author’s permission and must include the scientific norm of stating this final project as the source. This final project has to be cited as: Reproduction or publication of parts or whole of the final project must be under the consent of the Head of Graduate School, Institut Teknologi Bandung. Mudavath, R. (2024): Proposed Business Strategy for PT Aceinno Technologies to Increase Revenue by Implementing Software Test Automation Services v DEDICATION PAGE To my beloved wife, whose unwavering support and steadfast love carried me through the stormiest days and my friends Pak Hemanth Kalikiri and Rajesh Korra. Your strength and encouragement illuminated my path during the toughest times. With all my heart, I dedicate this work to you, my rock and inspiration. vi ACKNOWLEDGEMENTS All of my praise and gratitude to the Lord Krishna, for His grace, which has enabled me to finish this thesis and complete my studies in the Master of Business Administration Program at the Institut Teknologi Bandung. It is hoped that through this research, the business issues identified in the ACEINNO may be solved by implementing the recommended strategies. On this occasion, I would like to thank the following people for their invaluable assistance with this research project: 1. I wish to express my sincere appreciation to my counselor, Bapak Eko Agus Prasetio, for his continuous support, patience, guidance, advice, wisdom, and understanding, which empowered me in writing this final project. 2. Pak Manoj Madugula for help recommending me always to join MBA Program. 3. Pak Ram Prabhu Veluri and Pak Raymond Kosasih for supporting me while finalizing ITB application processing. 4. Pak Dr.