PROPOSED MARKET PENETRATION STRATEGIES FOR TECH-STARTUP COMPANY

• Main Author: Qurbany-29115557, Ridho
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30450
• Institution: Institut Teknologi Bandung

PT. Bersama Filantropi Optima (BFO) is one of the tech-startup companies in Indonesia who utilizes digital-era trend in solving existing social problems. Due to foresight in seeing the advancement of internet and information technology, the great opportunities and markets in the field of e-commerce, wealth gap issue, and also sharing behavior of Indonesian people previously described, PT. Bersama Filantropi Optima (BFO) creates a platform that can connect people who have the good economic ability with people who cannot afford. Therefore, PT. Bersama Filantropi Optima (BFO) provides a technology-based platform (social e-commerce), called Buy For Others, which is developed to make it easier for people to share goods for people in need, as easy as online shopping. To grow and maximize the existing market, PT. BFO should be able to address current business issues, the business issues being faced by PT. BFO is growing but slowly and then slow on product development. <br /> <br /> <br /> <br /> To obtain the right solution for the company, this study also needs good data. This study uses primary data and secondary data. Primary data used in the business solution stage is assessment conducted by PT. BFO’s management team in EFAS and IFAS matrix, which will further be used to determine corporate level strategy, using Grand Strategy Matrix. The next primary data is customer research conducted through interview method. In addition to using primary data, formulation phase of this business solution also uses secondary data such as discussion results of Porter Five Forces and company internal data. Also, in the formulation of functional level strategy requires data of discussion results of prior market penetration strategies. <br /> <br /> <br /> <br /> To obtain detailed and planned strategy, business strategy formulation is structured into three levels of strategy; corporate level strategy, business level strategy, and functional level strategy. After analyzed in chapter 3, the best strategy that matches to PT. BFO condition is Growth Strategy with a focus on Market Penetration Strategy for companies to achieve business growth. Then for business-level strategy, the company focuses on differentiation value as a competitive strategy and value-chain partnership with social community and suppliers as a cooperative strategy.