PROPOSED BUSINESS STRATEGY FOR DOOGETHER
The rapid development of technology has had a great impact on the progress of various industries, one of which is the sports industry. In Indonesia, exercise is not just a lifestyle, but has become a necessity. The awareness of Indonesian people about healthy living is increasing every year, and the...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/35594 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The rapid development of technology has had a great impact on the progress of various industries, one of which is the sports industry. In Indonesia, exercise is not just a lifestyle, but has become a necessity. The awareness of Indonesian people about healthy living is increasing every year, and the sports industry is predicted to have a huge market potential. Seeing the large potential and awareness of healthy people in Indonesia, Doogether emerged as a new form of innovation in the service of booking sports and fitness venues. Doogether offers convenience in booking sports and fitness through various platforms developed, namely websites and mobile applications. However, Doogether faces competition challenges from competitors. To be able to maximize market potential, a competitive advantage is needed by Doogether to attract the markets. This research will analyze the external and internal factors of the company and then formulate the proposed business strategy for Doogether. PEST analysis, Porter's Five Forces, and Competitor Analysis supported by Survey Analysis are used to identify external factors, while Resource-based View and Business Model Canvas are used to analyze internal factors. The above series of analyzes are concluded in the SWOT Analysis which is then formulated into the TOWS Matrix framework which aims to produce a business strategy proposal for Doogether. The strategies formulated with the TOWS Matrix will be concluded into the proposed Business Model Canvas. |
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