PROPOSED BUSINESS STRATEGY FOR “TRAVORAMA FOR BUSINESS” IN BUSINESS TO BUSINESS MARKET

• Main Author: ADHITIA (NIM 29114507), RAMA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30180
• Institution: Institut Teknologi Bandung

Travorama for Business is B2B arm of PT Travel Madezy Internasional. Travorama for Business is online corporate travel management which was launched on January 2017. This research is meant to find out how to tackle Travorama for Business business issues which revolves around how to achieve its performance targets and how to enter established corporate travel industry while bringing new concept of online corporate travel management. The research objectives are to analyze the business environment of Travorama for business, to formulate suitable business strategy, and eventually to design implementation plan for business strategy execution. <br /> <br /> The research methodology used in this final project is using the qualitative method through the internal interview with the management of Travorama for Business also with potential customer. The interviewed internal management were the operation manager and marketing manager. After that, the secondary data is obtained by the internal data of the company, books, and articles among others. The conceptual framework used in this final project arranged by the external analysis and internal analysis of the company. In external analysis using the PEST analysis, Porter’s 5 Forces analysis, and competitor analysis. In the other hand, the internal analysis using Porter Value Chain, STP analysis, marketing mix analysis, and the business model canvas analysis. The result of these analysis show several business issues which are lack of brand awareness, the novelty of online travel management concept, a need to expand hotel coverage and flight choice, and finally the high rivalry competition in the industry. <br /> <br /> The solution offered in this final project is for Travorama for Business to adopt differentiation generic strategy without significantly adding cost. The strategy formulation starts with doing TOWS matrix analysis. The strategies then are elaborated and expanded further during formulation of the strategy diamond, improvement to 7P marketing mix, and improvement to business model canvas.