The Faculty of Economics and Business at Universitas Gadjah Mada (FEB UGM) has once again achieved remarkable success in the HSBC Indonesia Business Case Competition 2026, one of the most prestigious national business case competitions. This time, four FEB UGM students from Team Bullseye Consulting, Ryothama Patriasmara (Economics 2024), Wilma Juliana Margaretha Aguw (Management 2024), Dinda Keira Rosaline (Management 2024), and Immanuel Andrew Tambunan (Accounting 2024) successfully secured the position of 1st Runner-Up in the competition.
The HSBC Indonesia Business Case Competition is a prestigious annual business competition in Indonesia, organized by PT Bank HSBC Indonesia in collaboration with Putera Sampoerna Foundation. The competition took place over five days, from April 24 to 28, 2026, in Jakarta. Throughout the competition, participants had to go through four stages. The first round involved 23 teams from across Indonesia, narrowing them down to 12. In the second round, the teams presented their cases, and six of them advanced. The semifinal round featured a debate session among teams. Finally, the last stage required participants to solve a case and present it on the main stage, where they were evaluated directly by HSBC executives.
Immanuel Andrew Tambunan, representing Team Bullseye Consulting, shared his experience during the competition. According to him, the semifinal stage was the most challenging, as it introduced a new format not used in previous years.
“This year saw the introduction of a boardroom challenge (debate) to the competition for the first time. As a result, both the organizers and participants were not entirely familiar with the format. We were initially unsure about the best strategy to pass this stage. So, we created our own internal system, such as writing down questions before asking them to the opposing team,” he explained.
In the final round, the team examined a case in the international entertainment industry. To address the case, they proposed solutions involving product development strategies and marketing approaches.
Immanuel stated that participating in the competition was both a challenging and valuable learning journey. For the team, this achievement meant more than just the result; it was a recognition of their hard work.
“It feels like all our efforts paid off, and it gave us confidence and respect for what we have accomplished together as a team,” he said.
During the competition, the FEB UGM team received mentoring support from the Career and Student Development Unit (CSDU) of FEB UGM. It was guided by faculty advisors, including Azellia Alma Shafira, S.E., M.Sc.; Rocky Adiguna, S.E., M.Sc., Ph.D.; Dr. Gunawan Wibisono, S.E., M.Acc., CA.; and Bita Puspitasari, S.E., M.Econ. Mentoring sessions were conducted two to three times a week with faculty members, HSBC mentors, and alums winners from previous years. The preparation focused on case solving, public speaking, and industry knowledge, spanning approximately 2.5 months leading up to the competition.
Azellia explained that the preparation process for this competition was extensive. The selection of UGM delegates began in November–December of the previous year, initiated by the Gadjah Mada Business Case Club (GMBCC) through an internal selection process specifically for this annual HSBC competition.
“Besides being prestigious, the HSBC Business Case Competition is unique due to its distinct format, such as not using PowerPoint for presentations, requiring full English delivery, and presenting real industry cases that must be solved within three hours before presentation,” Azellia noted.
Regarding the achievement, Azellia, on behalf of the faculty and advisors, expressed pride in the team’s accomplishment in maintaining FEB UGM’s winning streak in this competition for eight consecutive years. She highlighted that this year’s delegation demonstrated strong confidence, analytical skills, and a high willingness to learn, which ultimately led them to this achievement.
“This is not an easy feat, considering the increasing level of competition and the growing quality of participants,” she added.
Azellia hopes that faculty support will continue in the coming years so that future delegations can prepare optimally. She also emphasized the importance of not only developing hard skills but also strengthening soft skills, particularly resilience.
Reported by: Najwa Anggi Namira
Edited by: Kurnia Ekaptiningrum
Sustainable Development Goals
