A team of students from the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM), competing under the name Moon, successfully won second place in the Airlangga Strategic Case Engagement for Next-Gen Development (ASCEND) 2025, organized by Do Well Do Good (DWDG) Universitas Airlangga. The team members are Gildas Sebastian Satriatama Sitompul (Accounting 2023), Wilma Juliana Margaretha Aguw (Management IUP 2024), and Theova Jevzeva Ischak (Accounting 2023).
The competition, held online from June 15 to July 19, 2025, was joined by around 50 teams from various universities in Indonesia and abroad. It consisted of two stages: the preliminary and final rounds, each presenting high-complexity business cases. During the first round, participants solved a case on sales sustainability. Team Moon analyzed a company’s business strategy that was highly dependent on trends created by the content creator community.
“The business model was unique and quite different from what we were used to. Their sales heavily relied on trends, and only two out of ten product lines sold more than 500 units, while the rest only sold in tens or dozens,” Theo explained.
They also identified inconsistencies in the company’s social media marketing strategy, where the messages were too generic and therefore less competitive compared to rivals. Backed by in-depth analysis and a well-structured plan, Team Moon advanced from the preliminary round to the final.
In the final round, the challenge shifted to the digital banking industry. The participants developed a solution for a bank with a highly diverse user base, creating an inclusive mobile banking application. Team Moon had to cater to two segments: young users who preferred creative visuals and older users who prioritized simplicity.
“The biggest challenge for us was creating an inclusive digital experience that remains attractive and user-friendly for all audiences,” Theo said, explaining that the team adopted a user-centric design approach and segmentation strategy.
Theo noted that the most challenging part of the competition was at the beginning, as the team was unfamiliar with the business model they analyzed. However, they gained valuable lessons in strategy, teamwork, communication, and systematic thinking.
Reporter: Orie Priscylla Mapeda Lumalan
Editor: Kurnia Ekaptiningrum
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