Two Cases, One Remarkable Journey: 2nd Runner-Up at Enterns UI International Business Case Competition 2024!
Three BINUS University students, Jesslyn Cleodora, Daniella Tjung, and Chelsea Tan, recently achieved a remarkable feat by securing the 2nd Runner-Up position at the Enterns UI International Business Case Competition. This prestigious competition challenged teams to develop innovative business solutions across three rigorous rounds. The journey began with a case study for Allo Bank, Indonesia’s digital bank. The team focused on a strategic partnership with the F&B sector, offering exclusive promotions and rewards to incentivize Allo Bank usage. This approach aimed to increase active users by making the bank a top-of-mind choice for customers seeking convenient and rewarding dining experiences.
In the subsequent rounds, the team shifted their focus to Bosch, a leading manufacturer of wiper blades. The challenge: to enhance market awareness and increase brand visibility. The team developed a multi-pronged strategy that included:
- Gamification: Engaging customers through interactive online games and contests to raise awareness about Bosch wiper quality.
- Workshop Partnerships: Collaborating with automotive workshops to showcase Bosch wiper blades and educate customers on their superior performance.
- SEO Optimization: Enhancing Bosch’s online presence through targeted keyword research and content creation to improve search engine rankings and attract potential customers.
The team’s analysis revealed a significant growth opportunity in the Indonesian wiper blade market, projected to reach a staggering $4 billion by 2025. This growth is fueled by the increasing number of private cars, goods transportation vehicles, and buses. While Bosch enjoys a strong position in the premium segment, it faces stiff competition from Denso and Hella. The team identified key challenges for Bosch, including its higher price point and limited digital visibility. To address these, they recommended a strategic approach that involved enhancing product offerings, expanding e-commerce presence, and fostering strategic collaborations to reach a wider audience.
Jesslyn, Daniella, and Chelsea demonstrated exceptional teamwork throughout the competition. Jesslyn’s analytical skills and creative presentation design were invaluable, while Daniella meticulously researched supporting data and crafted innovative product strategies. Chelsea contributed by conducting in-depth industry research, identifying core problems, and developing key strategic initiatives. The team expressed gratitude to their coaches, Nabila Rachma and Jonathan Natasaputra, for their invaluable guidance and support. Nabila provided crucial insights that shaped their approach and strengthened their overall strategy, while Jonathan offered valuable perspectives on storytelling and presentation frameworks.
This competition proved to be a transformative learning experience for the UI students. They gained valuable insights into strategic planning, market analysis, and effective teamwork. The experience equipped them with the skills and knowledge necessary to tackle future challenges and contribute meaningfully to the business world.
2602105001 | Chelsea Tan | Accounting |
2602157333 | Jesslyn Cleodora | Management |
2602168204 | Daniella Tjung | Management Master Track |
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