Transforming Businesses with Strategic Foresight and Consumer Focu
Dwi Hatmadji
Chief Operating Officer,
PT.ABC President Indonesia
Customer is king, and every business places them at the nucleus of their operations. Dwi Hatmadji, the Chief Operating Officer of PT ABC President Indonesia, embodies this philosophy through his profound understanding of consumer behaviour and his ability to drive business growth. His career, marked by significant milestones, reflects his commitment to operational excellence and innovative leadership. A defining period in Dwi’s career was the COVID-19 pandemic. Confronted with unprecedented challenges, he demonstrated remarkable resilience and adaptability. Restrictions and limitations threatened business continuity, but Dwi’s innovative spirit ensured minimal disruption. By exploring effective and efficient ways to maintain smooth operations, he turned adversity into an opportunity for growth and innovation. Dwi’s journey to becoming COO was paved with invaluable experiences at industry giants Coca-Cola and British American Tobacco. These roles were instrumental in shaping his operational philosophy, which he summarises with the acronym H.A.I.R. At Coca-Cola, Dwi mastered the “Helicopter View,” balancing the ability to see the big picture with the necessity of diving into details to ensure seamless execution. His time at British American Tobacco taught him the importance of agility, enabling him to navigate challenges swiftly and effectively. Innovation, another cornerstone of Dwi’s approach, extends beyond products and services to encompass business processes and communication strategies. This forward-thinking mindset keeps PT ABC President Indonesia ahead of the curve. Additionally, his deep understanding of consumer behaviour ensures that every action taken is aligned with customer needs and preferences, maintaining relevance in a dynamic market. By applying the H.A.I.R. principles— Helicopter View, Agility, Innovation, and Relevance—Dwi has propelled PT ABC President Indonesia towards greater efficiency and market dominance. His leadership is a testament to the power of adaptability, strategic thinking, and a relentless focus on consumer-centric operations. Dwi explains more about his role, journey and strategy in this exclusive interaction.
What are the biggest operational challenges you've faced in Asia, and how did you overcome them?
In the complex Asian business landscape, I have encountered several significant challenges. The diversity of cultures and languages necessitates a GloCal strategy— thinking globally while acting locally—since a “one size fits all” approach is ineffective. Intense local competition requires leveraging robust business and personal networks for valuable insights. Additionally, the uneven development of infrastructure and logistics across the region demands careful selection of operational areas and collaboration with local partners. Intellectual property concerns require a dedicated team or a strong IP consultant. Finally, navigating complex regulatory environments relies on a strong network, as relationships are crucial for overcoming bureaucratic hurdles.
What is your greatest leadership strength, and how has it helped PT ABC President Indonesia?
My greatest strength as a leader is balancing short- and medium-term goals, ensuring immediate targets are met while setting the stage for future growth. This approach has driven progress at PT ABC President Indonesia. I also focus on cultivating a healthy company culture, guiding each individual and fostering a productive work environment. Additionally, leveraging the right network for local market insights has been crucial for our success. Together, these strengths have significantly contributed to PT ABC President Indonesia’s operational excellence and sustainable growth.
What is the future of the Asian food and beverage industry, and what role will PT ABC President Indonesia have?
I believe the food and beverage industry will continue to thrive in the Asian market due to its rich and diverse culinary culture, coupled with the adoption of international food trends. The region’s large and growing population, along with the increasing purchasing power of millennials, presents promising opportunities for growth. PT ABC President Indonesia is committed to being a major player in this dynamic industry. With our leading brand portfolio, deep understanding of local markets and consumers, and a focus on innovative products, we are well-positioned to serve Indonesian consumers and expand beyond, contributing significantly to the future of the F&B sector in Asia
How do you ensure product quality and innovation in the food and beverage industry while managing global policies?
Navigating the food and beverage industry’s complexities requires a strategic balance, which I achieve through the H.A.I.R. principles. This approach balances shortterm targets with mid- to long-term goals, ensuring immediate objectives are met while securing future growth. Additionally, adopting a GloCal strategy—thinking globally while acting locally—enables us to adapt global policies effectively and stay relevant to each market. This dual focus helps us maintain high product quality, drive innovation, and comply with global standards tailored to local needs.
Can you describe a time when you changed your business strategy and its outcome?
While managing Sprite at Coca-Cola Indonesia, I had to shift the brand’s strategy from following the global marketing direction (NBA focus, hip-hop music, US cultural themes) to aligning with the Indonesian market. We leveraged local culture, such as dangdut music and youth cultural cues, to better connect with our target audience. As a result, Sprite became the fastestgrowing brand in the company and achieved the number-one position in sales and profit contribution. This strategic shift significantly enhanced the brand’s relevance and success in the local market.
Featured Magazine -
All Magazines -
