This study analyzes the public market attractiveness, company resources, distinctive capabilities and potential threat of PT Novartis Indonesia in order to develop a strategy and deliver innovative solutions to maximize this business in UHC ( Universal Health Coverage) market. Starting in January 2014, Indonesian government plans to gradually implementing Universal Health Coverage) and expected to cover all the population about 257 millions people in 2019. PT Novartis Indonesia consider UHC as a key corporate growth driver thus they needs to develop a strong strategic initiative to ensure they trap this potential public market.


Supervisor: Alexander Cyrus