Yunita Kartika Sari, MM.

Yunita Kartika Sari, MM.

Yunita Kartika Sari is the current Case Coordinator of BINUS Case Center at BINUS University, Jakarta, Indonesia. She has over 19 years working on educational institution experiencing in some divisions; operations, academic, continuing education, marketing. She obtained her Bachelors in Communications Studies from Airlangga University and Magister Management (focus on International Management) from IBMT School of Business. She has experiences in teaching management and marketing.

Case Document


"Many people start the idea by looking at opportunities and problems. But they forget empathy," said Dr. Gamal Albinsaid. Besides poverty and health, waste is another big problem in big cities. There were several types of waste, such as from households, factory, and health waste, which each has its impacts. Garbage was produced every second and caused major problems, especially for health if not handled properly. I am a doctor. What should I do to provide health services for low-class people and make my city clean? That question remained in Gamal's head all the way to the hospital where he worked that morning in 2014.


HARRIS Day was a program that combined CSR and marketing programs. The program took various themes and activities which aimed to order to raise community awareness on HARRIS Hotel existence as local hotel with International Network. HARRIS Day was fully supported by Mark Steinmeyer, the founder of Tauzia Hotels. Although HARRIS Days has been implemented for 10 years, Marc was still looking for ways  to formulate HARRIS Day program that meets CSR and marketing objectives. It must be able to encourage HARRIS stakeholders to accept the program properly and willing to execute it successfully. It was not easy to carry out activities involving many people and simultaneously held in some areas. The biggest challenge was to determine the theme and concept of HARRIS Fun Bike because it had to accommodate many things such as brand development and budget allocation. The most important thing was the committee because it consists of internal stakeholders who also had high workloads. Moreover, it also took time to select the venue for HARRIS Fun Bike. The venue will be rotated every year. Every mid-year THM and all HARRIS Hotels chain started looking for sponsors and decide the theme and concept. GM Cluster in each city who was pointed by THM must be able to lead the preparation and responsible for the success of the events. GM Cluster must establish the operational team in their area. THM corp. team (Brand, Marketing, Event, and CSR) and operational teams in each cities coordinate each other to work together to carry out the event simultaneously. To boost the excitement of events outside Jakarta, senior managers from THM Jakarta were sent to each cluster to attend the HARRIS Fun Bike. The evaluation obtained from each chief operating officer after the event was completed would be an input for the next event preparation.


As almost all activities can be executed with just a smartphone and internet connection these days, companies should consider to provide online services unless they do not wish to stay in the market any longer. That does not exclude tourism industry which involves airlines, hotels, trains and other types of accommodation and transportation. People, including Indonesian, prefer to sit and relax while planning their trip rather than waiting in a long queue just to book their plane tickets. This gives Traveloka the ability to stay on the top of the as number one solution for all kind of travel needs. Traveloka itself was established as the founder, Ferry Unardi, often had difficulty in plane reservations, especially when he wanted to return to Padang, Indonesia, from the United States. Even though it began as a search engine to compare the price of airline tickets from various other sites, Traveloka succeeded in becoming a ticket reservation website, where users can place an order on its official website. A while later, hotel booking services are also available on the Traveloka website.

Traveloka started on early e-commerce era which made Traveloka encountered several obstacles as other e-commerce companies had to deal with at that time. One of them was to gain customer trust. People were not feeling comfortable about giving their money without seeing the products with their own eyes yet. Especially in Traveloka case, where people actually had to hand a big sum of money for it is a plane or hotel reservation. But Traveloka has proved themselves as trustworthy to the market with their security guarantees such as a secure payment gateway (Exhibit 1) and customers’ personal data protection. Traveloka also managed to expand its business in Southeast Asia, namely Thailand, Malaysia, Singapore, Vietnam, and the Philippines. However as time passes by, customer trust is no longer the only obstacle they have to face in this e-commerce industry.


It was end of November 2010 when Raymon Setiadi restlessly starring at the ceiling of the boardroom in his office. In couple hours he would has an important meeting with three colleagues discussed about AITINDO performance, their startup company. It would be a serious discussion since the profit of company was not good enough although it has been running for 5 years. Moreover, his greatest concern was the condition of company that still has no specific core business. He felt they were not strong enough in business competition especially facing the rapid development in digital world and the change in consumer behavior. The company must establish the right business model and refine some key elements to successfully achieve the target and ensure the company's sustainability. Raymond rushed took his laptop and walked into the boardroom while still thinking about what to do to ensure company's sustainability. Another question was still remaining; what business model is appropriate in line with the development of digital technology?