PROPOSED BUSINESS STRATEGY FOR “LIONTRUCK: ONLINE TRUCKING MANAGED MARKETPLACE”

• Main Author: Ikhsan Amiarsa, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39390
• Institution: Institut Teknologi Bandung

LionTruck is an online trucking managed marketplace that connects shippers (goods owner) and transporters (truck owner). LionTruck has managed to gain traction in the heavy-duty trucks that serve companies to transport load from and to the Tanjung Priok ports. However, traction in the other segments of logistics industry is not as easy to gain. The operation mode, technology stack, and business process that has been set up to serve the heavy-duty truck segment need readjustment to support other segment. The aim of this research is to develop business strategy for LionTruck in order to achieve the revenue target and sustaining the competitive advantage. Method to achieve the objective is by qualitative method which include interview with the management, interview with potential shipper, and survey to existing transporters as primary data. Secondary data used are company data, literatures study, and observation. The result from the research is that the competition in this industry is very tight and it is best to find market segment that has not yet touched by competitors. Online trucking managed marketplace for heavy-duty trucking service is in fact untouched yet by the competitors. Conclusion this research draw is to focus in the heavy-duty trucking segment and strive to achieve differentiation in this segment.