THE TURNAROUND STRATEGY OF EMASS MESSENGER

• Main Author: ANDRIANTO (NIM: 29110067) Pembimbing : Budi Permadi Iskandar, RENALDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19263
• Institution: Institut Teknologi Bandung

The mobile application industry is booming these days and is only going to get bigger, along with the growth of smartphone sales. There are lots of opportunities to take advantages of; and as messaging either the most important mobile phone feature or the second-most, many messaging apps entering this market. In the end of 2012, PT Sangkuriang Internasional decided to compete by launching EMASS (Encrypted Messaging and Secured Services). EMASS is a messaging application that offers security and a variety of additional functions. However EMASS does not live up to the expectation. EMASS is struggling in penetrating the market in Indonesia. The application number of download in the first half of 2013 is very low, only 463 downloads in six months There is a lot of competitor product that <br /> <br /> <br /> offers the same product as EMASS. Most of them have gain fame and number of users. To find out the root cause of low market penetration, PT Sangkuriang Internasional <br /> <br /> <br /> conduct analysis from external factors, internal factors and also TOWS analysis, also crossing the chasm model analysis. The method used for external analysis was Macro Analysis (PESTLE), Porter's Five Forces and competitor analysis. Moreover, the method for internal analysis was Segmentation, Targeting and Positioning (STP) analysis and Marketing-Mix 4P analysis. Based on those analyses, found that the unsuitable STP was the root cause that led to <br /> <br /> <br /> inability to reach the intended target market. The strategies that the company does is by establishing new STP and new marketing mix, also product differentiation in order to turnaround this condition and compete in the <br /> <br /> <br /> market. Business model canvas was carried out as guideline to pinpoint the solution. The Implementation plan were made in a way that EMASS can start implement the strategy as soon as possible and put their focused back to the introduction stage, therefore the EMASS can penetrated the market and grow.