Another proud achievement was made by students of the Faculty of Engineering, Universitas Indonesia (FTUI). The achievements were presented by Adhimas Aryasatya Hanura, Alifian Atras Timur, and Irfa Mutiara Faizah. They are students of the Department of Metallurgy and Materials Engineering (DTMM) FTUI class of 2019 who are members of the Astrajingga Team. Won first place in the Futurest Business Case Competition (FBCC) 2023, which was organized by the Society of Renewable Energy Institute of Technology Ten November (SRE ITS), and was announced on March 19, 2023.
“FBCC 2023 is an annual competition organized by SRE ITS. Registration to the semifinals was carried out online and the final was carried out offline at ITS with presentations from the five finalist teams. In this competition, there are 3 stages, namely the preliminary stage, semifinal, and final presentation. In the preliminary, a case study was given from Garasindo Electric Scooter ITS (GESITS), a local company engaged in the manufacture of electric motorbikes. In the semifinals, a case study was given by the company Schneider Electric (SE). Both of these stages are carried out online. The final presentation, was held offline at Menara Sains Tower 1, ITS Surabaya. Out of 1,000+ participants, 250 teams were taken to take part in the semifinals, and in the end, only 5 teams were taken to take part in the finals,” explained Adhimas the team leader.
Departing from the theme raised at the ITS 2023 SRE FBCC, participants are expected to take advantage of Indonesia’s unlimited Renewable Energy potential to support the Energy Transition. The Astrajingga team provided their best ideas regarding the utilization of Indonesian Renewable Energy through interesting strategies in two different company cases.
In the preliminary stage, the Astrajingga Team provided solutions to the problems of the GESITS company, one of the electric motorbike manufacturers in Indonesia, which consisted of two cases, namely first, the marketing strategy and convincing the general public to be able to buy and use electric vehicles in a market dominated by material vehicle products. engine burn. Second, the marketing strategy is to compete with global competitors, both from companies producing fossil-fueled vehicles and electric vehicles.
“83.27% of vehicles in Indonesia are two-wheeled motorbikes, electric motorbikes are one of the main targets so that Indonesia can achieve the SDGs. As a result of the higher price compared to ordinary motorbikes and other similar electric motorbikes, GESITS has obstacles in its sales sector. Another obstacle is the public’s doubts in terms of price, features, and ease of operation. For this reason, we see the need to increase brand and product awareness, develop a Unique Value Proposition (UVP), and optimize the GESITS marketing strategy,” explained Adhimas.
The Astrajingga team has a strategic solution in the form of 3M (Maximizing, Marketing, and Maintaining) which aims to maximize product excellence, streamline marketing activities, and maintain relationships with GESITS users. This solution covers 3 aspects, namely optimizing the GESITS application (Maximizing), improving marketing strategies (Marketing), and developing user communities (Maintaining). Application optimization is carried out by increasing the ease and reliability of the application as well as providing various innovative new features in the GESITS application. Improving the marketing strategy was carried out through participation in exhibitions, adding financing options, and recruiting influencers, as well as testimonials from GESITS users. Finally, user community development is carried out by holding community activities such as gatherings, touring, and GESITS motorbike modification competitions.
Apart from focusing on strategy formulation, strategy projections have also been carried out to ensure that the strategy can be carried out and have a positive effect on GESITS. Projections are made on the budgeting aspect to maintain the feasibility of implementing the 3M strategy from a financial standpoint. Next, an effort-impact matrix and risk analysis are performed to measure the effort required, and the resulting impact, and identify the impact that is likely to hinder the implementation of the 3M strategy. The Astrajingga team is confident that 3M’s strategy will be able to increase brand awareness and UVP from GESITS so that they can increase sales and market share of GESITS in electric vehicles, and can further help Indonesia achieve the Sustainable Development Goals.
Furthermore, in the final stage, the Astrajingga Team got a business case for the Schneider Electric (SE) company. According to Adhimas, SE as a technology company in the supply of energy also contributes to the use of EBT. After building EBT access at the Cikarang Factory, now SE also wants to implement New Renewable Energy (EBT) in Batam City and focus on launching Homaya series products for 3T areas in Indonesia.
He added that the implementation of some of these things can be done by meeting the electricity needs of 13 GWh per year, increasing SE’s product and brand awareness in the 3T area community, and establishing an inclusive marketing strategy.
“The Astrajingga team proposes the 3E strategy (Energize, Economize, Embrace) as a holistic strategy in implementing and improving green energy accessibility. Energize focuses on meeting the needs of EBT-based electricity in the Batam area by building a Floating PLTS in the Duriangkang Reservoir area. Economize aims to make the Homaya series more affordable and flexible to use. Lastly, Embrace aims to carry out inclusive Homaya series marketing activities. The preparation of the strategy is also equipped with financial projections, timelines and risk mitigation to maintain the feasibility of the proposed strategy. Thus, the 3E strategy is expected to be able to assist SE and Indonesia in achieving the SDGs.” concluded Adhimas.
Dean of FTUI, Prof. Dr. Heri Hermansyah, S.T., M.Eng., IPU., expressed his best appreciation for the innovative ideas of DTMM FTUI students. “The two strategies given to GESITS and SE companies from the Astrajingga Team are forms of intellectual ideas that prove that the existence of FTUI students benefits others and is proof of the realization of the FTUI strategy, Impactful Research and Innovation. Hopefully, this strategy can be a solution for the development of two companies that move for the progress of Indonesia’s energy transition.”
The strategic efforts provided by the Astrajingga Team are a form of sustainable development based on human rights and equality in line with the SDGs. This is done with universal, integrated and inclusive principles, to ensure that no one is left behind. This team’s solution also strongly supports point 7 SDGs, namely ensuring access to affordable, reliable, sustainable and modern energy.
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Bureau of Public Communications
Faculty of Engineering, Universitas Indonesia