BUSINESS STRATEGY IMPROVEMENT FOR TARKAM APPLICATION BASED BUSINESS

• Main Author: RACHMADITA (NIM 29115494), LAKSMI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28545
• Institution: Institut Teknologi Bandung

Tarkam is a brand for start-up company who runs the business in social commerce industry. This company has been running this business for more than two years. At the beginning of establishment, the company was run by three people who shares their same interest and has the same aim to create something to sustain their hobby in futsal. Tarkam is a business that specialize for futsal player using mobile application with aim to become platform which able to facilitate futsal player meet their perfect team. By having own funding, this company has been succeed to acquire six people that placed as a representative in several departments and has been released the application in Google Play Store. Tarkam that provide free application, found out if they are facing a problem that related to user quantity that presented through the incline of uninstall rate and lack of sales that gained from selling advertising spot. <br /> <br /> Because of that, conceptual framework of this case has been structured by proposing research objective using data gathering through primary and secondary data. This data will assess into internal and external analysis approach to deeper SWOT analysis. Through SWOT analysis then come up Generic Strategy for Tarkam that will be analyzed further using Five Diamond Analysis. The result of this research has appear by conclusion if there are several dominant variables which attract user to download an application which are: variable needs, feature, and cost. To be able to fulfill user needs based on those variable, then the strategy has been generate that covering: collaboration, differentiation strategy, and proposing a new business model that hopefully could bring positive impact for the company’s financial performance.