A team from the Faculty of Economics and Business Universitas Gadjah Mada (FEB UGM) achieved another national-level accomplishment at the HSBC Indonesia Business Case Competition 2026.
Representing Team Bullseye Consulting, four FEB UGM students — Ryothama Patriasmara (Economics IUP 2024), Wilma Juliana Margaretha Aguw (Management IUP 2024), Dinda Keira Rosaline (Management IUP 2024), and Immanuel Andrew Tambunan (Accounting 2024) — were named 1st Runner-Up in the competition.
The HSBC Indonesia Business Case Competition 2026 is an annual national business competition organized by HSBC Indonesia in collaboration with the Putera Sampoerna Foundation. The competition took place over five days from Apr. 24–28, 2026, in Jakarta.
Throughout the competition, participants had to pass four rounds. The first round involved 23 teams from across Indonesia, which were narrowed down to 12. In the second round, teams were selected based on their presentation performances, leaving only six teams. The semifinal round featured an inter-team debate session. Finally, in the final round, participants were required to solve a business case and present their solutions on the main stage before being evaluated directly by HSBC executives.
Immanuel, representing Team Bullseye Consulting, also shared his experience during the competition. For the team, the semifinal stage was the most challenging because it introduced a new format that differed from previous years.
“This year was the first time the boardroom challenge (debate) was implemented in this competition. As a result, everyone involved, including both the committee and the participants, remained unfamiliar with the technical aspects. We were initially unclear on the best strategy to pass this stage. So, we created our own internal rules within the team, such as writing down questions before asking them to the opposing team,” he said on Friday (May 8).
In the final session, Team Bullseye received a case related to the international entertainment industry. To solve the case, they proposed solutions involving product development and marketing strategies.
Immanuel said that participating in the competition was both a challenging and valuable learning experience. For the team, the achievement represented more than just a result; it served as recognition of all the hard work they had put in together.
“It feels like all our efforts were worth it, and it gave us confidence and respect for everything we achieved together as a team,” he said.
During the competition, the FEB UGM team received mentoring support from the Career and Student Development Unit (CSDU) FEB UGM and guidance from faculty advisors Azellia Alma Shafira, Rocky Adiguna, Gunawan Wibisono, and Bita Puspitasari. Mentoring sessions were conducted two to three times a week with FEB lecturers, HSBC mentors, and alumni winners from previous years. Throughout the mentoring process, the delegation focused on case-solving, public speaking, and industry knowledge over two and a half months, leading up to the competition.
Azellia, as both the faculty advisor and the representative, explained that the competition preparation process involved a lengthy series of stages. The selection process for UGM’s delegation had begun in November–December of the previous year. It started with the Gadjah Mada Business Case Club (GMBCC) conducting an internal selection specifically for the annual HSBC competition.
“Besides being prestigious, the HSBC Business Case Competition is unique because it has its own distinct format, including presentations without PowerPoint slides, full use of English, and real industry cases that participants must solve within three hours before presenting,” Azellia explained.
Regarding the FEB UGM team’s achievement, Azellia expressed pride in the delegation’s accomplishment of maintaining a winning position in the competition for eight consecutive years. According to her, this year’s delegation demonstrated strong confidence, analytical ability, and eagerness to learn, ultimately leading them to this achievement.
Azellia also expressed hope that faculty support would continue in the coming years so future delegations can maximize their preparation. In addition, she hopes that mentoring processes will focus not only on hard skills but also on soft skills, particularly on developing resilience.
Reporter: Najwa Anggi Namira
Authors: Salwa and Kurnia Ekaptiningrum/FEB Public Relations
Editor: Gusti Grehenson
Post-editor: Zabrina Kumara
Photo: FEB Public Relations