BUSINESSSTRATEGYPROPOSALFORSYNTHETICPEPTIDESFROMLEIURUS QUINQUESTRIATUSSCORPIONTOINCREASESALESINTHEINDONESIAN MARKET FINALPROJECT Inpartialfulfilmentoftherequirements forthemaster’sdegree fromInstitutTeknologiBandung By ILHAMWIRANUGRAHA StudentID:29123228 (MasterofBusinessAdministrationProgram) INSTITUTTEKNOLOGIBANDUNG 2025 I ABSTRACT BUSINESSSTRATEGYPROPOSALFORSYNTHETICPEPTIDESFROMLEIURUS QUINQUESTRIATUSSCORPIONTOINCREASESALESINTHEINDONESIAN MARKET By ILHAMWIRANUGRAHA StudentID:29123228 (MasterofBusinessAdministrationProgram) Cancerisaserioushealththreatinthiseraandtheincreasingnumberofcancersgloballyisof particularconcern,especiallyforinnovationsaseffectivetherapeuticcandidates.Peptidesare potentialpharmaceuticalingredientsincancertreatmentwithhigherefficiencythanchemotherapy orradiologytreatment.Theincreasingdemandforoncologydrugsinthemarketasanalternative treatmentforcancerisapromisingbusinessopportunity,especiallyforbusinessesfocusedonthe pharmaceuticalindustry.Notwithoutobstacles,therearefactorstoconsidersuchasgovernment regulations.Basedonpreliminaryinterviewswithexperts,itissaidthatthepharmaceuticalindustry requireshighregulationbecauseitinvolveshigh-riskrawmaterialsthatinvolvestricttestingand approvalfromrelatedagenciessuchasownershipofnationalandinternationalcertificationsfor export. Whileithaspromisingbusinessopportunities,especiallythosederivedfromchlorotoxin-type Leiurusquinquestriatusscorpionvenom.LuxcferCompanyasoneofthecompaniesinthe Indonesianpharmaceuticalsectorhasabusinessopportunitybyusingsyntheticpeptidesfromthe scorpioninmakinginnovativecancercuredrugs.Theliteraturesusedinthisstudyconsistsof literaturesearchingonthepharmaceuticalindustry,consumeranalysis,regulationrelatedto pharmaceutical.Allthesereferencesweresynthesizedintoaconceptualframeworkthatcontained theoverallthenincorporatesrelevantvariablestodevelopahypotheticalapproach. Thisstudyusedaqualitativeresearchdesignwithsemi-structuredinterviewandquistionaireto collectadata.Thedataobtainedthenusedtoanalyzeconsumercharacteristicsusingsegmentation, targetingandpositioning(STP)toolstodeterminethecompany'smainconsumersegments.The nextanalysisistheinternalandexternalenvironmentinassessingwhichfactorsaffectLuxcfer Company'sbusinessdevelopment,includinganalyzingthestrengthsandweaknessesderivedfrom thecompany'sresourcesaswellasopportunitiesandthreatsfromtheenvironmentoutsidethe company. SWOTanalysiswasconductedtoidentifythestrengths,weaknesses,opportunities,andthreatsof LuxcferCompanyfollowedbytheIFEEFEmatrixwhichresultedintheweightingoftheprevious SWOTanalysisandendedwiththeTOWSmatrixanalysisinformulatingstrategiesbasedonthe combinationofinternalfactors(strengthsandweaknesses)andexternalfactors(opportunitiesand threats).Thefindingsofthisstudyemphasizeondevelopmentstrategiesthatincludemodernizing productionfacilities,automatingtechnology,fulfillingglobalpharmaceuticalstandardcertifications, andexpandingtargetmarketstothebusinesstobusiness(B2B)sector. II TheestablishmentofanimplementationplanforLuxcferCompanyasanewbusinessformulation coversoperational,marketing,financial,andproductdevelopmentaspects.Thebusinessproposal implementationplanincludesthreestages,thefirststagefocusesonrepositioningtheLuxcferbrand asapharmaceuticalindustryandmodernizingfacilities;thesecondstagefocusesoninternational marketexpansionandglobalcertification;andthethirdstagefocusesondiversificationofother synthesis-basedproductsandinternationalmarketpenetration.Thesestrategiesaredesignedto achieveLuxcfer'sgoalofbecominganinnovativepeptidetechnology-basedcompanyinthe Indonesianandinternationalpharmaceuticalindustry. Keywords:pharmaceuticalindustry,businessstrategy,SWOT,IFEEFEmatrix,TOWSmatrix, implementationplan,consumersegmentation III ABSTRAK PENGUSULANSTRATEGIBISNISPEPTIDASINTETISDARIKALAJENGKINGLEIURUS QUINQUESTRIATUSUNTUKMENINGKATKANPENJUALANDIPASARINDONESIA Oleh ILHAMWIRANUGRAHA StudentID:29123228 (ProgramStudiMagisterAdministrasiBisnis) Kankermerupakanancamankesehatanyangseriusdierasekaranginidanmeningkatnya jumlahkankersecaraglobalmenjadiperhatiankhusus,terutamauntukinovasisebagaikandidat terapiyangefektif.Peptidamerupakanbahanfarmasiyangpotensialdalampengobatankanker denganefisiensiyanglebihtinggidibandingkandengankemoterapiatauradiologi.Kenaikan permintaanterhadapobatonkologidipasarsebagaisalahsatupengobatanalternatifuntuk mengobatikankermenjadipeluangbisnisyangmenjanjikan,terutamauntukbisnisyangberfokus padaindustrifarmasi.Bukantanpahambatan,terdapatfaktor-faktoryangperludipertimbangkan sepertiregulasipemerintah.Berdasarkanwawancaraawaldenganpakar,mengatakanbahwa industrifarmasimembutuhkanregulasiyangtinggikarenamelibatkanbahanbakuyangberesiko tinggisehinggamelibatkanpengujianyangketatdanpersetujuandariagensiterkaitseperti kepemilikansertifikasinasionalmaupuninternasionaluntukekspor. Meskipunmemilikipeluangbisnisyangmenjanjikan,terutamayangberasaldariracun kalajengkingLeiurusquinquestriatusyangberjenisklorotoksin.PerusahaanLuxcfersebagaisalah satuperusahaandibidangfarmasiIndonesiamemilikipeluangbisnisdenganmenggunakanpeptida sintetisdarikalajengkingdalammembuatobatpenyembuhkankeryanginovatif.Literaturyang digunakandalampenelitianiniterdiridaripenelusuranliteraturmengenaiindustrifarmasi, analisiskonsumen,regulasiyangberkaitandenganfarmasi.Semuareferensitersebutdisintesiskan menjadisebuahkerangkakonseptualyangberisikeseluruhankemudianmenggabungkanvariabel- variabelyangrelevanuntukmengembangkanpendekatanhipotesis. Penelitianinimenggunakandesainpenelitiankualitatifdenganmetodewawancarasemi- terstrukturdankuesioneruntukmengumpulkandata.Datayangdiperolehkemudiandigunakan untukmenganalisiskarakteristikkonsumendenganmenggunakanalatsegmentasi,targeting,dan positioning(STP)untukmenentukansegmenkonsumenutamaperusahaan.Analisisselanjutnya adalahlingkunganinternaldaneksternaldalammenilaifaktor-faktorapasajayangmempengaruhi perkembanganbisnisLuxcferCompany,termasukmenganalisiskekuatandankelemahanyang berasaldarisumberdayayangdimilikiperusahaansertapeluangdanancamandarilingkungandi luarperusahaan. AnalisisSWOTdilakukanuntukmengidentifikasikekuatan,kelemahan,peluang,danancaman yangdimilikiolehLuxcferCompanyyangdilanjutkandenganmatriksIFEEFEyangmerupakan hasilpembobotandarianalisisSWOTsebelumnyadandiakhiridengananalisismatriksTOWS dalammerumuskanstrategiyangdidasarkanpadakombinasiantarafaktorinternal(kekuatandan kelemahan)danfaktoreksternal(peluangdanancaman).Temuandaripenelitianinimenekankan IV padastrategipengembanganyangmeliputimodernisasifasilitasproduksi,otomasiteknologi, pemenuhansertifikasistandarfarmasiglobal,danperluasantargetpasarkesektorbusinessto business(B2B). PenyusunanrencanaimplementasiPerusahaanLuxcfersebagaiformulasibisnisbarumeliputi aspekoperasional,pemasaran,keuangan,danpengembanganproduk.Rencanaimplementasi proposalbisnistersebutmeliputitigatahap,tahappertamaberfokuspadareposisimerekLuxcfer sebagaiindustrifarmasidanmodernisasifasilitas;tahapkeduaberfokuspadaperluasanpasar internasionaldansertifikasiglobal;dantahapketigaberfokuspadadiversifikasiprodukberbasis sintesislainnyadanpenetrasipasarinternasional.Strategi-strategiinidirancanguntukmencapai tujuanLuxcferuntukmenjadiperusahaanberbasisteknologipeptidayanginovatifdiindustri farmasiIndonesiadaninternasional. Keywords:industrifarmasi,strategibisnis,SWOT,IFEEFEmatriks,TOWSmatriks,rencana implementasi,segmentasikonsumen V VI VII FINALPROJECTGUIDANCE Unpublishedmasters’finalprojectisregisteredandavailableintheLibraryofBandungInstitutof Technology,andisopenforpublic,providedthattheauthorownsthecopyrightinaccordancewith theintellectualpropertyrightsthatareapplicableintheLibraryofInstitutTeknologiBandung. Bibliographicalreferencesareallowedtobeuseinalimitedmanner,howeverthecitationand summarizationcanonlybeproceededupontheauthor’spermissionandmustincludethescientific normofstatingthisfinalprojectasthesource. Thisfinalprojecthastobecitedas: Nugraha,I.(2024).BusinessStrategyProposalforSyntheticPeptidesfromLeiurusquinquestriatus ScorpiontoIncreaseSalesintheIndonesianMarket,Masters’FinalProject,InstitutTeknologi Bandung. Reproductionorpublicationofpartsorwholeofthefinalprojectmustbeundertheconsentofthe HeadofGraduateSchool,BandungInstituteofTechnology. DECLARATIONPAGE VIII LanadelRey-BlueJeans IX ACKNOWLEDGEMENTS AllpraiseandgratitudegoestoAllahSWT.becausethankstoHisgrace,theauthorcan completethethesiswiththetitle“BUSINESSSTRATEGYPROPOSALFORSYNTHETIC PEPTIDESFROMLEIURUSQUINQUESTRIATUSSCORPIONTOINCREASESALESIN THEINDONESIANMARKET”asoneoftherequirementsforcompletingamaster'sdegreein theMasterofBusinessAdministrationStudyProgram,InstitutTeknologiBandung.Inthe implementationandpreparationofthisthesis,theauthorreceivedalotofhelpfromvariousparties bothdirectlyandindirectly.Therefore,theauthorwouldliketoexpresshisdeepestgratitudetoall thosewhoparticipatedinhelpingandprovidingsupportforthecompletionofthisthesis,especially to: 1.Dr.SriHerliana,M.Siasthesupervisorwhohasguided,supported,providedinputanddirection totheauthorinthepreparationofthisthesis. 2.Dr.SylvianaMayaDamayanti,S.T.,M.B.A.astheheadofMasterofBusinessAdministration (MBA)ITBwhohassupportedandprovideddirectiontotheauthorinthepreparationofthis thesis. Bandung,December2024 IlhamWiraNugraha X TABLEOFCONTENTS ACKNOWLEDGEMENTS.............................................................................................................IX CHAPTERIINTRODUCTION........................................................................................................1 1.1.Background................................................................................................................................1 1.2.CompanyProfile........................................................................................................................9 1.3.BusinessProblems...................................................................................................................10 1.4.ResearchQuestions&ResearchObjectives............................................................................17 1.5.ResearchScopeandLimitation................................................................................................18 CHAPTERIILITERATUREREVIEW........................................................................................19 2.1.TheoreticalFoundation............................................................................................................19 2.1.1.PharmacyIndustry............................................................................................................19 2.1.2.ExternalAnalysis..............................................................................................................25 2.1.3.InternalAnalysis...............................................................................................................32 2.1.4.SWOTAnalysis................................................................................................................37 2.1.5.IFEandEFEMatrix..........................................................................................................39 2.1.6.TOWSMatrix....................................................................................................................39 2.2.ConceptualFramework............................................................................................................41 CHAPTERIIIRESEARCHMETHODOLOGY..........................................................................44 3.1.ResearchDesign.......................................................................................................................44 3.2.DataCollectionMethods..........................................................................................................44 3.3.DataAnalysisMethod..............................................................................................................52 CHAPTERIVRESULTSANDDISCUSSION.............................................................................55 4.1.Analysis....................................................................................................................................55 4.1.1.ConsumerAnalysis...........................................................................................................55 4.1.2.EnvironmentalAnalysis....................................................................................................66 4.1.3.BusinessFormulation........................................................................................................83 4.2.BusinessSolution.....................................................................................................................92 4.3.ImplementationPlan................................................................................................................93 CHAPTERVConclusionandRecommendations.........................................................................96 5.1.Conclusion................................................................................................................................96 5.2.Recommendation......................................................................................................................97 REFERENCES..................................................................................................................................98 LISTOFAPPENDICES.................................................................................................................106 XI LISTOFTABLES Table3.1.ListofExternalandInternalInterviewFocusQuestions…….….…………….…….…44 Table3.2.In-DepthInterviewInformants…….….…………….……………………………….…44 Table3.3.ListofSurveyQuestionsforPotentialCustomers…………………………..…...….…45 Table3.4.LikertScaleCategory………………………………………………………….....….…47 Table3.5.ValidityTestResultsofLuxcferQuestionnaireInstrument…………..………....….…49 Table3.6.LuxcferQuestionnaireReliabilityValue…………..……………………….…....….…50 Table4.1.Respondent’sClusteringHistory………………………………………………...….…51 Table4.2.InternalEnvironmentAnalysisTableofDescription…………….……………...….…72 Table4.3.LuxcferCompanyVRIOAnalysis……………………………………….……...….…76 Table4.4.ListPriceDifferencewithCompetitors…………………………………..……...….…80 Table4.5.SWOTAnalysisforLuxcferCompany…………………………………..……...….…82 Table4.6.IFEMatrixofLuxcfer……………………………………………….…..……...….…84 Table4.7.EFEMatrixofLuxcfer……………………………………………….…..……..….…85 Table4.8.TOWSMatrixforLuxcferCompany……….…………...……………….….…..….…86 Table4.9.STPAnalysisfromLuxcferCompany………..………….………...…….….…..….…87 Table4.10.OperationalforLuxcferCompany……………………....……………...…..…..….…88 Table4.11.MarketingforLuxcferCompany……………………....……………….…..…..….…89 Table4.12.FinanceforLuxcferCompany………………………………………….…..…..….…89 Table4.13.ProductDevelopmentforLuxcferCompany……………………...…..…...…..….…90 Table4.14.BusinessSolutionforLuxcferCompany…………….……….……….………..….…91 Table4.15.ImplementationPlanforLuxcferCompany…….……………………..………..….…93 XII LISTOFFIGURES Figure1.1.GlobalCancerPercentage……….………….………….………….…….….…..…….…2 Figure1.2.IndonesiaCancerPercentage……………………………………………….…..…..…...3 Figure1.3.GlobalPeptideTherapeuticsMarketSize....………………………………..….……….4 Figure1.4.SalesofChlorotoxininUnitedStates&Europe………………….………..……..…….5 Figure1.5.GlobalPeptideTherapeuticsMarketSize.……….………….……………..……..……6 Figure1.6.SalesofChlorotoxininUnitedStates&Europe……..……………………….…...……8 Figure1.7.CompanyLogo……..…………………………………………………………….……10 Figure1.8.Root-CauseAnalysisFishboneDiagram……………………………………...….……11 Figure2.1.TransactionPrincipleMinimumTotal………….………………………………….….21 Figure2.2.SupplyChainofPharmaceuticalIndustryinIndonesia…………………………….….21 Figure2.3.TargetMarketingProcessSteps…………………………………………………….….25 Figure2.4.VRIOAnalysisProcess…………………………………………….………...…….….32 Figure2.5.ConsumerRelationshipand4PsElements……………………………….......…….….35 Figure2.6.SWOTAnalysisDiagram………….……………………………………….…….……37 Figure2.7.SWOT-TOWSMatrixHierarchy…………………………….……………….….……39 Figure2.8.TheConceptualFramework……………….………………………………….….……41 Figure3.1.ResearchDesign……………………………………………………………….………43 Figure4.1Respondents'AgeRange………………………….…………………….………..……54 Figure4.2.DistributionofRespondents'Domiciles.…………………….…………………..……55 Figure4.3.Respondents'InterestinNewProducts…………………………………………..……56 Figure4.4.ConsumerPreferencesforProductCertification………………………………...……57 Figure4.5.ImportanceofRespondents'MedicineAvailability……………………………..……58 Figure4.6.FrequencyofMedicinePurchasesinaMonth………………………………….……58 Figure4.7.PharmaciesMarketinIndonesia………………………………………………...……60 Figure4.8.TAM,SAM,andSOMLuxcfer…………………………………….…………...……63 Figure4.9.PopulationGrowthofIndonesia2022-2024……….……………………….…...……68 Figure4.10.LuxcferCompany’sProducts……….…………………………………….…...……80 Figure4.11.LuxcferCompany’sWebsite…….….…………………………………….…...……81 XIII LISTOFAPPENDICES Appendix1.LUXCFERBPOMInterviewGuidelines………………………..…………….....…104 Appendix2.LUXCFERCompetitorInterviewGuidelines...………………….…….……..….…107 Appendix3.LUXCFEROncologistInterviewGuidelines……………….….….…….….………110 Appendix4.LUXCFERGeneralDoctorInterviewGuidelines…………………..……....………113 Appendix5.LUXCFERPatientofCancerInterviewGuidelines…………….………….…….…116 Appendix6.LUXCFERMedicineCompanyInterviewGuidelines……………….………….….118 Appendix7.ListofQuestionsinQuestionnaire………………………...…….....………...……..121 Appendix8.SystematicLiteratureReviewTable…………….....................……..……....………123 1 CHAPTERIINTRODUCTION 1.1.Background Cancerhasbecomeoneofthemostserioushealththreatsinthemodernera.Basedonthe GlobalCancerObservatoryReport(2022),therewerearound19,976,499newcancercases worldwidewithadeathtollreaching9,743,832people.Thisdiseasecontinuestoincreasein variouspartsoftheworld,withAsiacontributingalmost49.2%ofthetotalnewcases.The mostcommontypesofcancerincludelung,breast,andcolorectalcancers,whichnotonlycause deathbutalsobecomeamajorsocialandeconomicburdeninmanycountries,including Indonesia. Theincreasingnumberofcancercasesgloballyhasmadethisdiseaseamajorfocusofthe medicalworld.Withnearly20millionnewcaseseachyearandadeathtollthatcontinuesto approach10millionpeople,cancernotonlyimpactsindividuals,butalsothehealthsystemasa whole.Thechallengesinthemanagement,prevention,andtreatmentofcancerhaveforced researchersandmedicalpractitionerstoinnovaterapidly,makingcanceracenterofattentionin modernmedicalresearch.Newtechnologiesandmoreeffectivetherapiescontinuetobe developed,makingthefightagainstcanceraglobalprioritytoimprovelifeexpectancyand qualityofpatientcare. 2 Figure1.1.GlobalCancerPercentage(WHO,2022) InIndonesia,cancerisaparticularconcernthatisquiteworrying,withthenumberofnew casesreaching408,661in2022andadeathtollof242,988(Christa,2024).Thisdiseaseis increasinglydominatingthenationalhealthburden,especiallyduetolimitedinnovationin treatmentandthelackofmedicalequipmentcapableoftreatingcancereffectively.Although typesofcancersuchasbreast,lung,andcervicalcancerarethemostcommon,theIndonesian healthsystemstillstrugglestoprovideoptimalaccesstocare.Thisisduetothelowlevelof investmentinresearchanddevelopmentofcancertreatmenttechnologydomestically.Basedon datafromtheMinistryofHealth(2023),theportionofpharmaceuticalproductsandmedical devicesthatcomefromimportedproductsreaches90%tomeettheneedsofdomesticdrugs andmedicaldevices.ThismeansthatpharmaceuticalcompaniesinIndonesiaarestillunableto meetthedemandfordrugsmadedomestically. 3 Figure1.2.IndonesiaCancerPercentage(WHO,2022) Conventionalcancertreatmentmethodssuchassurgery,chemotherapyandradiotherapy havenotprovidedoptimalresultsduetothesideeffectsofcancertherapywhichalsodamage normalcellsandtheimmunesystem.Therefore,innovationisneededtofindeffectivecancer therapydrugcandidateswithhighspecificitysuchaspeptides.Peptideshavebecomean importantcomponentinglobalcancertreatmentandhavepromisingbusinessopportunities, especiallybecausetheuseofcancerdrugsmustoccurrepeatedlyforhealing(Samecetal, 2022).