STRATEGIC BUSINESS MODEL FOR GOFIT TO BE THE LEADING SPORTS DIGITAL MEDIA IN INDONESIA

• Main Author: TARCIA NADA (NIM 29316074), DIANDRA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26608
• Institution: Institut Teknologi Bandung

Arka Media is a PR and Media agency with 8 years of experience and long list of notable clients. It started its business in the printed media industry and has shifted its business to digital media communication as well as PR services. Seeing the vigorous growth of the sports and fitness industry in Indonesia, Arka Media established a new business unit in early 2017 called GOFIT, a digital media focusing in sports. Since it started, GOFIT had continous effort in penetrating the market and increase its brand awareness using media partnerships and offline activities. GOFIT currently has four direct competitors, namely Bugaraga, Runhood, Runner.id and runsociety. Several problems faced by GOFIT in order to achieved its objective of being the hub of sports and fitness in Indonesia as their go to sports partners is: (i) The brand awareness of GOFIT as digital media is still lacking and (ii) the business direction is still scattered due to the range of services it provides to the customers juggling between the online and offline services. Through some internal and external research and analysis, to solve the problems and reach its objective, GOFIT should apply Differentiation Focus strategy by offering additional services on top of its main purpose of sharing information in an integrated media platform and targeting specific segment of endurance sports, fitness and lifestyle. By narrowing down the target, GOFIT could explore various form of content to give personal user experience for the customers. In doing so, GOFIT should also limit its offline activities to internal events only.