PROPOSED BUSINESS MODEL AND FINANCIAL FEASIBILITY ANALYSIS ON THE NEW PRODUCT DEVELOPMENT CASE STUDY OF PT. SAGARA ASIA TEKNOLOGI COOPERATION PROJECT PLAN TRAVEL & TOURISM INDUSTRY DIGITAL PRODUCT
The industrial world is entering a new era, the industrial revolution 4.0 where market behavior changes which are dominated by digital developments. Digital developments that occur throughout the world have led to the appear of new industries created by the existence of the digital economy market. P...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/37786 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The industrial world is entering a new era, the industrial revolution 4.0 where market behavior changes which are dominated by digital developments. Digital developments that occur throughout the world have led to the appear of new industries created by the existence of the digital economy market. PT. Sagara Asia Teknologi as a company engaged in technology has a commitment to contribute to the digital era by providing website development services and mobile applications for startup companies, large and well-established companies and the government. As part of this commitment, companies need to remain in the technology industry by surviving and launching new products. Indonesia as a country with an attractive market in Southeast Asia has a record that promises to have an internet economy opportunity in the field of online travel by occupying the first position in the Online Travel Market Size in 2018.
Sagara Asia Teknologi as a company active in the field of technology has a project collaboration plan to develop new products in the field of travel and tourism. As a material consideration, the company conducted research on the opportunities, desires and needs of consumers of digital products in the travel and tourism sectors related to online travel and designing business models and obtaining the right type of revenue stream. Opportunity analysis and business model design are carried out with lean startup methods through three stages, market identification, product identification and business identification. The first stage is market identification using a survey to capture the prospective user's response to the desired product idea, product identification with the flow design activity process and mockup design and businessidentification with the canvas business model accompanied by financial analysis to see the profitability of the development plan.
The results of the analysis report that the digital product market in the tourism sector in the field of online travel has high competition where in Indonesia itself has been dominated by Traveloka and Tiket.com. The idea of the new product chosen is to provide new features to be product differentiation, the new feature is a tour package with local guides, traveler planners and holiday documentation. This product is intended for business owner in three selected places which are nominated as new Bali in Indonesia. Channels used are websites and applications, email marketing, influencers, google analytics and Alexa.com with a strategy of customer relationships with communities and automated services. The key activities of this product are the development and maintenance process with key resources in the form of work tools, brand & product applications and development teams. Key partners are travelers and influencers. The cost structure of these digital products is people, office, marketing, work tools, operational offices and research development. The types of revenue streams used are sponsored, revenue sharing and advertising. The results of the financial analysis showed a positive NPV value and an IRR value is 19%.
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