A MARKETING STRATEGY IMPROVEMENT FOR INCLUSIVE BUSINESS PLATFORM (Case Study: KUKM Ecobiz)

• Main Author: Hizbun Najib - 29116051, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29227
• Institution: Institut Teknologi Bandung

Solidance as a marketing consulting firm stated that in the 2016 the number of internet user reach 132.7 million or 53% from total Indonesia population. In the end 2017 internet Indonesia user will growth into 143.3 million or 575 from total population. Internet and Technology sector also have big opportunity to support Economy Growth. A recent study result by US technology Company Microsoft (AS) show that the digital transformation will contribute 22 billion US dollars to Indonesia's gross domestic product (GDP) in 2021 while pushing 0.4 percent of GDP annually. Besides Economic growth, Gini Ratio Index in Indonesia always Increasing, it can be seen from 1999 Indonesia Gini ratio 30.8 and in the end of 2015 it is risen into 40. From this situation it means about nearly 40% Indonesian People not receive Economic Equality. Inequality in the Indonesia also occur in the 2016 when 1% of richness people dominate 49% nationality richness. This situation make Indonesia number 4 from national richness Inequality behind Rusia, India, and Thailand. <br /> <br /> In purpose a form of concern for Inequality Economic conditions in the Increasing Economic situation. The Business Strategy and Marketing Expertise Group from SBM ITB has created the disruptive innovation model of ecobiz.sbm.itb.ac.id that was launched on March 2017. Disruptive innovation is an innovation that allows all parts of the market / consumer population to have access to these innovations which previously only could be done by users who are rich or able to use them. This objective of research is to solve the business issue that faced by Ecobiz which have slow adoption by the user even after training and socialization program. Second is to identify which Marketing strategy that suitable to promote KUKM Ecobiz Platform. And third is to determine the right Improvement that required by KUKM Ecobiz Platform. <br /> <br /> This research uses the qualitative method and there are two types of data that were used in this research, primary data and secondary data. Primary data comes from observation at the object of research and interview with the Leader object of KUKM Ecobiz. While the secondary data from platform Database, article, internet, book and other possibility sources that are considered support this research. This research provides recommendation and conclusion for Ecobiz business problem.This research is with purpose to creating a business solution, first by analyzing internal and external environment. The internal environment that analyzed in this research consists of STP analysis, platform analysis and Marketing Mix (4Ps). External environment consists of Porter’s 5 Forces, PEST analysis, and competitor analysis. Customer analysis was also conducted in this research in order to justify the result from internal and external environment analysis. After conducting internal and external environment analysis, then following with creating SWOT matrix in order to see the strengths, weaknesses, opportunities, and threats of this company. And the last to defined the root cause problem this research also conducted analysis of the root cause using five why method. <br /> <br /> Then the result of this research is that Eccobiz to choose the most affected Improvement effort to their Platform and effective marketing strategy. Ecobiz also must Improving The four Indicator marketing strategy contain Network Effect, Core Interaction, Crucial Function of Platform, Launch and Monetize.