INTRODUCTION TO BUSINESS POLICY & STRATEGY
Project Title: Case Stud o! Ccle & Carria"e #C&C$: %ro Crisis to Astra
Course:
DIPLOMA IN BUSINESS ADMINISTRATION
Class:
DBA 6A/10
INTRODUCTION TO BUSINESS POLICY & STRATEGY TABLE O% CONTENTS
S'N
1. $. (.
. 2.
CONTENTS
Background of !" ca#" A%& of R"'or Ana)*#%# + A'')%ca%on of ,onc"'# Sra"g* -or&u)a%on %#%on and M%##%on E"rna) O''orun%%"# and T!r"a# In"rna) Sr"ng! and "akn"##"# SOT Long T"r& O34"c%5"# A)"rna" Sra"g%"# Sra"g%"# Ana)*#%# Sra"g* I&')"&"na%on Annua) O34"c%5"# Po)%c* E&')o*"" Mo%5a%on R"#ourc" A))oca%on Sra"g* E5a)ua%on R" R"co&&"nda%on ,onc)u#%on A''"nd% 1 R"f"r"nc" L%#
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INTRODUCTION TO BUSINESS POLICY & STRATEGY BAC(GROUND O% T)E CASE
1.
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In S"' 1;;;> !" #c"n" c!ang"d !"n Da%&)"r ,!r*#)"r> !" &a%n &anufacur"r of !"
)uur* and 'r"#%g" M"rc"d"# announc"d o ak" 3ack !" d%#r%3u%on of !"#" car# forc"d ,+, o r"<#ra"g%=" !"%r 3u#%n"## ')an# a# %# #ock 'r%c" co))a'#"d u'on !%# announc"&"n. (.
A&ong &an* ')an# of ,+, o fur!"r d%5"r#%f* !roug! ac?u%#%%on and 4o%n 5"nur"#> %
#""&"d o !a5" found !"%r an#"r o !%# cr%#%# and !"%r 5%a3%)%* and 'ro#'"c# %n !" "ar)* $000. An o''orun%* %n !" !ug" auo&o3%)" &ark" %n Indon"#%a a# 'r"#"n"d. PT A#ra In"rna%ona)> a 5"r* ")) % a# a 3u#%n"## !"r" ,+, a# good a. @o"5"r> %! !" #ucc"##fu) ac?u%r%ng of !" #!ar" %n Mar $000 !"r"af"r> ,+, a# fac"d %! n" 'ro3)"&# a##oc%a"d %! A#ra. T!" gro!# "r" no 5"r* #%gn%f%can du" o !" 'o)%%ca) %n#a3%)%* and !" d"5a)ua%on of !" Ru'%a!. ,+, !ad o %n5"# &or" %no !%# ac?u%#%%on and 3* "nd of *"ar $000 !ad (1 of !" #ak" %n A#ra #o)")*. N"5"r!")"##> %! a #rong 5%#%on of 3"%ng !" )"ad"r of auo&o3%)" %n !" r"g%on> #!""r '"r#"5"ranc"> #rong )"ad"r#!%' and &anag"&"n "a&> and #ound #ra"g* ')ann%ng> %&')"&"na%on and con%nuou# "5a)ua%on of !" #ra"g%"#> IBPS- Case Study Report. C&C: From Crisis to Astra
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INTRODUCTION TO BUSINESS POLICY & STRATEGY ,+, !ad ga%n %n !" )ong run %! !" )a"# und"r)*%ng 'rof% of US71$ &%))%on %n $010> an %ncr"a#" of 22 o5"r $00;.
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T!%# r"'or a%&"d o ana)*#" !" #ra"g* %n a co&'"%%5" and c!ang%ng "n5%ron&"n> and
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ANALYSIS AND APPLICATION O% CONCEPTS
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Strate" %orulatio!, Sra"g%c &anag"&"n can 3" d"f%n"d a# !" ar and #c%"nc" of
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INTRODUCTION TO BUSINESS POLICY & STRATEGY 3.
E.ter!al O//ortu!ities a!d T0reats.
819
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INTRODUCTION TO BUSINESS POLICY & STRATEGY 89
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INTRODUCTION TO BUSINESS POLICY & STRATEGY •
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IBPS- Case Study Report. C&C: From Crisis to Astra
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INTRODUCTION TO BUSINESS POLICY & STRATEGY Stre!"t0 •
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ano!"r #ra"g* !a ,+, ou)d !a5" ado'"d ar" #u&&ar%#"d %n !" SPA,E &ar% #!on %n Ta4le 7. %i"ure 8 r"5"a)"d !a ,+, !a5" ado'"d !" A""ressi5e Strate" %n !"%r ac?u%#%%on "ffor of A#ra. T!%# a# r"%nforc"d a )a"r #ag" !a !"* %ncr"a#"d !"%r #!ar" of A#ra o a3ou (.
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INTRODUCTION TO BUSINESS POLICY & STRATEGY •
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INTRODUCTION TO BUSINESS POLICY & STRATEGY
-IGURE $: SPA,E Mar% Ana)*#%# for ,+,< Aggr"##%5" Sra"g* A''roac!
7.
Strate" I/lee!tatio!. T!" n" #ag" af"r !" #ra"g* for&u)a%on %# !" #ra"g*
%&')"&"na%on. In !%# ca#" #ud*> " ana)*#" !o ,+, %&')"&"n !"%r #ra"g%"# %n !"%r ac?u%#%%on of A#ra. a.
A!!ual O4jecti5es. T!" Prof% and D%5%d"nd of ,+, fro& 1;;7 o $000 r"5"a)"d
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Pag" 11
INTRODUCTION TO BUSINESS POLICY & STRATEGY 3.
Polic.
%! !" n" ac?u%#%%on of A#ra> ,+, a# on)* a))o"d u' o
#"a# on !" A#raC# #u'"r5%#or* 3oard#. I a# no r"5"a)"d a# o !* ,+, acc"'"d !%# 'o)%c*. %!ou %n%&a" %n5o)5"&"n %n &anag"&"n ro)"#> ,+, &%g! no 3" %nf)u"n%a) %n c"ra%n cr%%ca) d"c%#%on# &ak%ng. A ca#" %n 'o%n a# !a A#ra !ad a))oca"d !"%r r"#ourc"# !roug! r"#rucur%ng and d%5"r#%f%"d o focu# &or" on %# o'"ra%on# and a# a r"#u) ga5" u' !" d%#r%3u%on# of BM and 4o%n 5"nur"# %! @onda %n !" &oorc*c)"# 3u#%n"##. In *"ar $000> ,+, %ncr"a#"d %# #ak" %n A#ra 3* 6. and 3oug! o5"r !" #!ar"# of o 'arn"r# !o d%#'o#"d A#ra a# a3)" o 3oo# %# auo&o3%)" #a)"# 3* ( fo)d#. c.
E/loee *oti5atio!.
I a# no #a"d %n !" ca#"<#ud* !"!"r 3o!
,+,C# and A#raC# "&')o*""# "r" &o%5a"d du" o !" ac?u%#%%on#. @o"5"r> % can 3" a##u&"d !a #%nc" ,+, a# #rong %n !"%r &anag"&"n> and %! auo&o3%)" #a)"# r%')"d %n *"ar $000> "&')o*""# of 3o! ,+, a# ")) a# A#ra cou)d 3" "))<&o%5a"d o 3r%ng #uc! r"#u)#. d.
Resource Allocatio!.
In S"' $000> a# 'ar of !" #ra"g%c %&')"&"na%on>
,+, !ad %ncr"a#"d %# #ak" %n A#ra 3* ano!"r 6. 3* 3u*%ng !" #!ar"# of !" $ con#or%u& 'arn"r#. Qard%n"C# #ucc"## %n ac!%"5%ng 20 '"r c"n on"r#!%' of ,+, #!ar"# %ncr"a#"# !" #u''or 'rogra&&" !%c! a# ou)%n"d %n $00( %! !" a%& of #r"ng!"n%ng !" auo&o%5" #"cor %n !" r"g%on. @"nc"> %n !" #a&" *"ar> ,+, %ncr"a#"d !" #!ar" 3* ano!"r (.$ o (.(. In "##"nc"> ,+,C# %&')"&"na%on of !" #ra"g%"# "r" con#%#"n %! !"%r )ong<"r& o34"c%5"< !%c! %# o 3" !" )"ad"r %n Sou!"a# A#%aC# auo&o%5" #"cor> d"#'%" #o&" #!or<"r& #"3ack#.
;.
Strate" E5aluatio!. I a# "5%d"n !a ,+, !ad !"%r #ra"g* "5a)ua%on ac%5%%"#
'"rfor&"d on a con%nu%ng 3a#%# #o a# o d"5")o' !" n"c"##ar* ,orr"c%5" Ac%on P)an#.
a.
Political,
T!" 0 '"rc"n<#ak" #!ar"# !a "r" u' for 3%d "r" on"d 3* !"
Indon"#%an go5"rn&"n. I a# a)#o a 'u3)%c)*
Pag" 1$
INTRODUCTION TO BUSINESS POLICY & STRATEGY a# )"d 3* G%)3"r G)o3a) E?u%* Parn"r# 8GGEP9 and N"3r%dg" ,a'%a) Ld. 8N,L9 a# !" 'r"f"rr"d 3%dd"r 3* !" Indon"#%an go5"rn&"n. In !" 'roc"## of 3%dd%ng for !" 0 #!ar" of PT A#ra In"rna%ona)> ,+, con#or%u& ca'%a)%#"d on !" #%ua%on of !" %!draa) of G%)3"r G)o3a) E?u%* Parn"r# fro& !" U.S con#or%u&> 4o%n"d forc"# %! !" con#or%u& )"d 3* La=ard -r"r"# 8a -r"nc! con#or%u&9 #o a# o r"duc" !" nu&3"r of co&'"%or# and %ncr"a#"d !" c!anc" of %nn%ng !" 3%d. E5"nua))*> !%# 'a%d off and !" ,+, con#or%u& on !" 3%d %! ,+, on%ng $.; of !" 1.1 of A#ra #!ar". ,+,C# #!ar" 'r%c"# %ncr"a#"d 3* $2 %n r"ac%on o !" ac?u%#%%on. T!%# "'%#od" r"5"a)"d !" 'o)%%ca) %nf)u"nc"# %n Indon"#%an and ,+,C# a3%)%* o c!ang" !"%r ')an o #"%=" o''orun%*.
3.
Eco!oic.
T!" d"5a)ua%on of !" Indon"#%an ru'%a!> !%c! !ad aff"c"d !"
f%nanc%a) '"rfor&anc" of A#ra and A#raC# a3%)%* o r"'a* !" !ug" for"%gn %n ord"r o #")" %# d"3# and %&'ro5" !"%r ca#! f)o.
T!" Indon"#%an go5"rn&"n !ad a)#o r"duc"d !" ar%ff# on
%&'or"d car# %n 1;;7> !%c! ')ac"d gr"a 'r"##ur" on !" 'r%c%ng and 'rof% &arg%n# of !" #a)" of car#. T!%# !ad )"d o a conc"nra"d co&'"%%on a&ong !" auo&o3%)" %ndu#r* %!%n Indon"#%a. T!u#> !"#" facor# ar%3u"d o !" r"&"ndou# %ncr"a#" %n !" d"3 of ,+, #%nc" %# ac?u%#%%on of !" #!ar"# of A#ra. @o"5"r> ,+, !ad !"%r )ong<"r& ')an %n &%nd and !"nc" con%nu"d %ncr"a#"d !"%r #!ar"# of A#ra o r"&a%n do&%nan %n !" Indon"#%a auo&o%5" and &oorc*c)"# &ark"#> and !" o''orun%* o %ncr"a#" #!ar"!o)d%ng a a )o 'r%c" 3* %##u" d%#coun o "%#%ng #!ar" 'r%c"#.
c.
Socio3cultural,
Ba#"d on !" a3)" 3")o> !" Indon"#%aC# GDP '"r ca'%a
!ad d"c)%n"d #%gn%f%can)* #%nc" !" "cono&%c r"c"##%on !%c! #ruck Indon"#%a and Sou!"a# A#%a %n 1;;7.
T!" GDP '"r ca'%a d"c)%n"d "5"n fur!"r !"n !" ru'%a!
"ak"n"d %n $000. GDP '"r ca'%a %# of"n u#"d a# a for& of %nd%caor on !" #andard of )%5%ng of !" 'o'u)a%on for !" counr*. !"n !" GDP '"r ca'%a "ak"n#> !%# #%gn%f%"# !a IBPS- Case Study Report. C&C: From Crisis to Astra
Pag" 1(
INTRODUCTION TO BUSINESS POLICY & STRATEGY !" #andard of )%5%ng %n Indon"#%a !ad dro''"d !%c! cou)d a)#o 3" ar%3ua3)" o !" "ak"n%ng of !" ru'%a!. T!%# &a* !a5" aff"c"d !" a3%)%* of !" Indon"#%an o on a car. N"5"r!")"##> ,+, #a !" 'o"n%a) of !" #u3#%u" 'roduc> !" !ug" &oorc*c)" &ark" %n Indon"#%a and !"nc" &ad" !a ca)cu)a"d %n5"#&"n. GDP a ,urr"n Pr%c"# $1>(( $$1>2(( 1(0>600 1$2>0( 11;>;00 12>000
1;;6 1;; 1;;7 1;;; $000 $001
d.
GDP P"r ,a'%a
-or"%gn D%r"c In5"#&"n 6>;0 >00 <00 <$>00 <>600
1>100 1>110 60 600 20 670 Ta3)" $: GDP of Indon"#%a 8Sourc": A#%an D"5")o'&"n Bank9
Tec0!olo"ical,
A#ra a# ""n#%5")* "ngag"d %n !" a##"&3)* of car# and
"ng%n"# fro& k%# %&'or"d %no !" counr*. @o"5"r> % a# unknon a# o !* A#ra !ad no con#%d"r"d &anufacur%ng !" 'ar# of !" car# and "ng%n"# %n Indon"#%a %#")f> #%nc" !" co# ou)d 3" &uc! )o"r. I a# no knon %f !%# a# du" o !" )ack of "c!no)og%ca) #u''or %n Indon"#%a. B* %&'or%ng !" k%# of !" car# and "ng%n"# fro& o!"r counr%"#> A#ra ou)d !a5" #uff"r"d a gr"a "c!ang" )o## du" o !" "ak"n%ng of !" ru'%a!. ,+, cou)d !a5" con#%d"r"d a))oca%ng r"#ourc"#> 3o! "c!no)og%ca) and f%nanc" %n d"5")o'%ng #")f<&anufacur%ng of !" 5"!%c)" 'ar# )oca))* %n !" r")a%5")* c!"a' )a3our &ark" of Indon"#%a.
RECO**ENDATION
10.
T!%# ana)*#%# r"'or o'%n"d !a !" ')au#%3)" #ra"g%c c!o%c"# ,+, !ad #")"c"d and
%&')"&"n"d cou)d 3" fur!"r #r"ng!"n"d %! !" fo))o%ng r"co&&"nda%on#: a.
E./a!di!" i!to ot0er re"io!s.
!%)" Indon"#%a off"r# a !ug" auo&o%5"
&ark" 8&ark" #!ar" of 29> !" 'o)%%ca) %n#a3%)%* and !" f)ucua%on# %n !" ru'%a!> ,+, cou)d con#%d"r ""nd%ng !"%r 'r"#"nc" %n o!"r counr%"# #uc! a# T!a%)and or ,!%na !%c! ar" 'ro#'"r%ng 3od" ")) for auo&o%5" 3u#%n"##"#.
IBPS- Case Study Report. C&C: From Crisis to Astra
Pag" 1
INTRODUCTION TO BUSINESS POLICY & STRATEGY 3.
E4race e3coerce .
E
auo&o%5" #"r5%c"# can 'ro5%d" an a)"rna%5" &ark"%ng or #a)"# c!ann")# for !" &or" "c!<#a55* and *oung"r cu#o&"r#. c.
Reduci!" losses due to curre!c e.c0a!"e,
,+,
and
A#ra
!ad
no
con#%d"r"d &anufacur%ng !" 'ar# of !" car# and "ng%n"# %n Indon"#%a %#")f> #%nc" !" co# ou)d 3" &uc! )o"r. B* %&'or%ng !" k%# of !" car# and "ng%n"# fro& o!"r counr%"#> A#ra ou)d !a5" #uff"r"d a gr"a "c!ang" )o## du" o !" "ak"n%ng of !" ru'%a!. d.
E./loiti!" t0e otorccle ar2et. T!" raff%c cond%%on# %n &a4or c%%"# of
Indon"#%an &ak" on%ng a car )"## of a 'r"f"r"nc" o5"r on%ng &oorc*c)"# a)!oug! !" car#> "#'"c%a))* )uur* car# 'orra*# !%g! #au# of !" on"r. Mor"o5"r> &oorc*c)"# ar" afforda3)" !" a5"rag" %nco&" 'o'u)a%on !%c! %#")f %# ano!"r !ug" &ark"> no on)* %n Indon"#%an 3u %n counr%"# )%k" T!a%)and and %"na&. 8Moorc*c)" #a)"# 3* A#ra @onda Moor gr" 3* $6 o (. &%))%on un%#> "na3)%ng % o &a%na%n a 6 &ark" #!ar" r"'or"d %n !" JARDINE CYCLE & CARRIAE LI!I"ED #$%$ FINANCIAL S"A"E!EN"S AND DIIDEND ANN'(NCE!EN" dated #)t* Fe+ruary #$%% 9
".
I!creasi!" t0e i!;lue!ce o; a!a"ee!t o; Astra. %! ,+,C# %ncr"a#"d #!ar"
of A#ra o (.( 5a)u"d a 1(&%))%on> % #!ou)d !a5" &or" do&%nan 'o#%%on# %n !" &anag"&"n ro)"# %n A#ra o #af"guard %# %n"r"#. f.
Re5ie9 o; strate"ies.
@a5%ng !" )ong<"r& o34"c%5"# %n &%nd #%nc" 1;;7>
,+, ou)d !a5" r"5%""d !"%r o34"c%5"# o5"r !"#" *"ar#. Sra"g* r" Econo&%c> Soc%a)<,u)ura) and T"c!no)og%ca) a#'"c# %n counr%"# )%k" !" Indon"#%a.
CONCLUSION
IBPS- Case Study Report. C&C: From Crisis to Astra
Pag" 12
INTRODUCTION TO BUSINESS POLICY & STRATEGY 11.
Ac?u%#%%on# ar" of"n &ad" a# 'ar of a co&'an*# gro! #ra"g* !"r"3* % %# &or"
3"n"f%c%a) o ak" o5"r an "%#%ng f%r&# o'"ra%on# and n%c!" co&'ar"d o "'and%ng on %# on. ,+, !ad %&')"&"n"d !"%r c!o#"n &ark"%ng #ra"g* %n !" ac?u%#%%on of A#ra 3a#"d on %# 3%g #!ar" of !" auo&o%5" &ark"# and ""n#%5" n"ork# %n !" !ug" counr*. T!%# "))<"#a3)%#!"d 5"!%c)" ")) ,+, !ad c!o#"n %# a))%anc"# car"fu))* and !" #ucc"## of !" 3%d #a ,+,C# #!ar" 'r%c"# %ncr"a#"d 3* $2 %n r"ac%on o !" ac?u%#%%on. ,+, !ad )"5"rag" on %# *"ar# of "'"r%"nc"# %n auo&o3%)" 3u#%n"##"# and #""# a 'o"n%a) %n !" !ug" 5"!%c)" &ark" of Indon"#%a 8or)dC# ! )arg"# 'o'u)a"d na%on9. I 5a)u"d A#ra a# 3"%ng !" #*n"rg* for fur!"r "'an#%on %no A#%a and %# ""n#%5" d%#r%3u%on n"ork %n Indon"#%a. T!%# 3")%"f d%d no c!ang" and !" ac?u%r%ng of &or" #!ar" of !" co&'an* %ncr"a#"d o (1 8o a oa) 5a)u" of S66M9. 1$.
T!" 5%#%on for )ong<"r& #ucc"## a# "5%d"n %n !"%r #ra"g* for&u)a%on> cau%ou#
%&')"&"na%on and %&")* "5a)ua%on# of !"%r #ra"g%"# !ad 3oug! #ucc"## %n !" )ong run !oug! !"r" "r" 5ar%ou# u'# and don# %n !" %n%%a) *"ar#. ,+, r"&a%n conf%d"n !a !"* ar" on !" r%g! cour#". T!%# %# "5%d"n %n ,+,C# $010 -INAN,IAL STATEMENTS AND DIIDEND ANNOUN,EMENT. 1(.
In "nd%ng and a 5a)ua3)" )"##on )"arn> for an* organ%#a%on> 3%g or #&a))> #ra"g* ')ann%ng
or #ra"g* &anag"&"n %# !" k"* o #ucc"## %n !" 5o)a%)" 3u#%n"## "n5%ron&"n.
IBPS- Case Study Report. C&C: From Crisis to Astra
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INTRODUCTION TO BUSINESS POLICY & STRATEGY APPENDI< + CYCLE & CARRIAGE LI*ITED +==>? +===? 8@@@ a!d 8@++ PRO%IT AND DI-IDEND ANNOUNCE*ENT
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INTRODUCTION TO BUSINESS POLICY & STRATEGY 8@+@ %INANCIAL STATE*ENTS AND DI-IDEND ANNOUNCE*ENT
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A#ra "n4o*"d an "c"))"n *"ar> ac!%"5%ng a r"cord 'rof% %! %&'ro5"d '"rfor&anc"# fro& a)) %# 3u#%n"##"# "c"' conrac &%n%ng. T!" !o)"#a)" &ark" for &oor car# "'"r%"nc"d #rong gro!> %! A#raC# To*oa and Da%!a#u &ar?u"# &a%na%n%ng !"%r &ark" )"ad%ng 'o#%%on#. T!" !o)"#a)" &ark" for &oorc*c)"# a)#o gr" #rong)*> and A#ra @onda Moor# d%d ")) o &a%na%n %# )"ad%ng 'o#%%on a&%d %n"n#" co&'"%%on. A#raC# con#u&"r f%nanc" o'"ra%on# ac!%"5"d %&'ro5"d 'rof%# a# !"* 3"n"f%"d fro& !" gro! %n !"%r o5"ra)) )oan 3ook#> #a3)" %n"r"# &arg%n# and good )%?u%d%* %n !" 3ank%ng #"cor. In D"c"&3"r $010> !" grou' co&')""d !" ac?u%#%%on of !" !a % d%d no a)r"ad* on of A#ra S"da*a -%nanc"> !" )arg"# of !" A#ra ,r"d% ,o&'an%"#. Bank P"r&aa a)#o r"'or"d 3""r r"#u)# %n !" 'o#%%5" "cono&%c "n5%ron&"n. In !" )a# ?uar"r> Bank P"r&aa "n!anc"d %# ca'%a) ad"?uac* ra%o !roug! a r%g!# %##u" and a)#o co&')""d !" ac?u%#%%on of do&"#%c cr"d% card %##u"r> GE -%nanc" Indon"#%a. IBPS- Case Study Report. C&C: From Crisis to Astra
APPENDI 1< Pag" 2
INTRODUCTION TO BUSINESS POLICY & STRATEGY A#ra Agro L"#ar% #a %# 'rof% r%#" !ank# o !%g!"r 'a)& o%) 'r%c"# and %ncr"a#"d 'roduc%on. Un%"d Tracor#C r"#u)# "r" )arg")* unc!ang"d d"#'%" a #%gn%f%can %&'ro5"&"n %n o&a#u "?u%'&"n #a)"# o%ng o #!orfa))# fro& %# coa) &%n%ng #u3#%d%ar*> Pa&a'"r#ada Nu#anara> !%c! a# ad5"r#")* %&'ac"d 3* 'oor "a!"r cond%%on# and !" "ak"r US do))ar.
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IBPS- Case Study Report. C&C: From Crisis to Astra
APPENDI 1< Pag" 6
INTRODUCTION TO BUSINESS POLICY & STRATEGY RE%ERENCE LIST
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IBPS- Case Study Report. C&C: From Crisis to Astra
RE-EREN,E LIST1< Pag" 1
