PROPOSED MARKETING STRATEGY FOR IDEEDU DIGITAL START-UP

• Main Author: Suyitno 29115051, Ade
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/20720
• Institution: Institut Teknologi Bandung

IDEedu is an educational start-up company that offers online courses. Established in <br /> <br /> <br /> <br /> Bandung in 2016 and now become one of the top 15 major online courses in <br /> <br /> <br /> <br /> Indonesia. As a start-up company, IDEedu has been facing intense competition in the <br /> <br /> <br /> <br /> education service industry. Business issues in IDEedu are the low sales rate and the <br /> <br /> <br /> <br /> declining sales trends since early 2017 until present time. <br /> <br /> <br /> <br /> <br /> This study is intended to formulate marketing solutions for IDEedu, particularly in <br /> <br /> <br /> <br /> increasing sales through marketing strategies that fit start-up company phase. This <br /> <br /> <br /> <br /> study used descriptive qualitative, commence with literature study, and then followed <br /> <br /> <br /> <br /> by internal analysis of the company through STP analysis, and marketing mix and <br /> <br /> <br /> <br /> customer survey to 120 samples. Furthermore, the external analysis of the company <br /> <br /> <br /> <br /> through PEST analysis, five porter force and competitor analysis with marketing mix <br /> <br /> <br /> <br /> indicators to determine the position of IDEedu compare to the competitors. The result <br /> <br /> <br /> <br /> of marketing mix analysis found that there are problems in product and promotion. <br /> <br /> <br /> <br /> The amount of available course services as the main products in IDEedu is small and <br /> <br /> <br /> <br /> the growth of new courses is still considered slow. In terms of promotion, IDEedu <br /> <br /> <br /> <br /> only has a few promotional programs that completely focused on an online strategy. <br /> <br /> <br /> <br /> Another finding from the study indicated that there is a potential to raise the tuition <br /> <br /> <br /> <br /> fee of the course services based on survey result that shown consumer behavior and <br /> <br /> <br /> <br /> their consumptive rate that slightly high. <br /> <br /> <br /> <br /> <br /> The result of business solution analysis showed that IDEedu requires a new <br /> <br /> <br /> <br /> marketing mix strategy. Moreover, the results of this study found a new marketing <br /> <br /> <br /> <br /> strategy that can be implemented by IDEedu namely: (1) Increasing the number of <br /> <br /> <br /> <br /> course services by cooperating with educational institutions, (2) Bundle Pricing <br /> <br /> <br /> <br /> Strategy, (3) Social Media Marketing, (4) Educational bazar and seminar, (5) <br /> <br /> <br /> <br /> Freemium Consultation, (6) Affiliation and member get member. These strategies <br /> <br /> <br /> <br /> are implemented in new marketing mix strategy and business canvas model. <br /> <br /> <br /> <br /> Implementing this strategy will help IDEedu to improve its sales through more <br /> <br /> <br /> <br /> appropriate and efficient marketing strategies. <br />