PROPOSED BUSINESS STRATEGY FOR TOKOCASH

• Main Author: PRAYUDA (NIM 29316318), ADITYA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25033
• Institution: Institut Teknologi Bandung

In the era of digitalization, the growth of internet adoption and smartphone users are very rapid. In Indonesia, it has an impact in consumer behavior. One of the example is in the economic activities, such electronic money. In Indonesia, the government launched Gerakan Nasional Non Tunai in 2014 to support the usage of electronic money that will lead to less cash society. Tokopedia, as one of the biggest e-commerce in Indonesia, creates an instant payment, TokoCash in March 2017 as one of the payment method in the platform. With only 7 months in operation since March 2017, TokoCash already contributes 20% from all payment methods in Tokopedia. Seeing the big responds and enthusiasm from the customers, TokoCash wants its services can be enjoyed by all Indonesian, including people who do not have bank account. After conducting internal and external analysis, business solution that should be implemented for TokoCash is market development strategy by targeting unbanked population and the usage of TokoCash outside the platform of Tokopedia. This market development strategy was chosen by generating TOWS Matrix into Ansoff Matrix.