Universitas Gadjah Mada
Faculty of Economics and Business

Undergraduate students from Faculty of Engineering and Faculty of Economics and Business of Universitas Gadjah Mada achieved international achievement. Students from the 'Orientaru' Team consisting of Aditya Laksana Suwandi (Information Engineering 2015), Maria Devina Sanjaya (Accounting-IUP 2016), and Veronika Xaveria (Management-IUP 2016 - Double Degree University of Melbourne) won 2nd place at Gadjah Mada Business Case Competition on 25th April until 27th April 2019 which was organized by the Association of Management Student Families, Faculty of Economics and Business UGM.

Gadjah Mada Business Case Competition, which is one of the sub-program of the 13th Management Events FEB UGM, comprises of a series of events such as business case competition, CEO Talk, and field trip in Yogyakarta, Indonesia. This international competition has entered its 7th year and has been attended by students from various countries such as Hong Kong, India, Japan, the Netherlands, Scotland, and Singapore. Raising "Improving Business Activity through Integration of Digital Technology" as the main theme of GMBCC, Orientaru team was announced as the 2nd winner after passing three rounds of competition: qualification round, semifinals and finals.

The first stage was a paper selection where each team was required to resolve the case given by Manulife Asset Management Indonesia (MAMI) regarding a strategy to promote mutual funds to the millennial generation. Ten semi-finalist teams who made through the selection stage would be invited to take part in the GMBCC event in Yogyakarta, Indonesia. Ten semi-finalist teams come from leading universities from within the country such as Universitas Gadjah Mada (UGM), Universitas Indonesia (UI), and Institut Teknologi Bandung (ITB) as well as foreign university such as the Singapore Institute of Management (SIM).

On the first day, the GMBCC delegates were invited to attend the Technical Meeting, Q & A Session, and CEO Talk held at the BRI Auditorium, FEB UGM. Ida Nuryanti as the first speaker (Payment System Policy Department of Bank Indonesia) discussed "Fintech and Digital Economy in Indonesia" while Ety Yuniarti (Head of Strategic Investment, Corporate Development and Strategy Division from BRI) as the second speaker presented the topic of "Fintech from Bank's Perspective ". Hanum Kusuma Dewi (Editor at PT Bareksa Investment Portal) as the third speaker gave a presentation on the topic "Millennials Need to Start to Invest". Not to forget, there was also Arief Darmawan (Indonesia Deposit Insurance Corporation) who provided a full explanation regarding the Deposit Insurance Corporation.

The next day's agenda was the GMBCC semifinal where participants are required to complete the case of SPOTS - Point of Sales (PoS) powered by GO-JEK Indonesia. Ten semifinalist teams were required to provide marketing strategies and actions that SPOTS must take to be the leading PoS in the industry. The business case must be solved within three hours in a special quarantine room provided by the competition committee. The judges in the semifinal consisted of Naya Hapsari (FEB UGM) as academics and Silvia Wijaya (Digital Marketing Lead at SPOTS) and Yoga Pratama Samsugiharja (Regional Marketing at GO-JEK) as practitioners from related industry. The announcement was made at the end of the day in which the five teams with the highest scores were entitled to advance to the final round.

On the last day, the five finalist teams were challenged to solve the case from Asian Case Research Center on Hong Kong Pizza Hut under the management of Jardine Group Restaurant which was facing the threat of digital disruption from new players in the restaurant industry. Each team was given three hours to find a solution to the case. Then the finalists must deliver a presentation that could be witnessed by the other five teams and the panel of judges in Djarum Hall, Pertamina Tower FEB UGM. The panel of judges consisted of Nofie Iman (FEB UGM) and Rina Herani (FEB UGM) as academics and Silvia Wijaya (Digital Marketing Lead at SPOTS) as practitioner. Finally, after going through a long stage, the time had come for Banquet and Awarding to be held at The Phoenix Hotel Yogyakarta where the Orientaru Team from UGM won the 2nd Winner award at this international competition.

Source: Veronika Xaveria

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