PROPOSED MARKETING STRATEGY FOR WIFI REPUBLIC TO PENETRATE INDONESIAN OUTBOUND TRAVELER MARKET

• Main Author: Raditya, Firman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42911
• Institution: Institut Teknologi Bandung

As a country with rapid change in many sectors, Indonesia development has transformed into a modern nation and it is line with the increase of spending power of the people. Not only seek for products and services in daily needs basis but also demand facilities for leisure is increase. Traveling business is predicted continuously increased in the future. Indonesian traveler who travel abroad is reportedly increased year by year. One of the traveler’s necessity is internet while traveling. Internet while traveling abroad has many choices with its advantage and drawbacks such as roaming, local sim card and public wifi. Wifi Republic is a company with internet service while traveling abroad with unlimited data package and without hassle or any other registration. In proposing Wifi Republic’s marketing strategy, 5 forces model, STP and 7ps analysis are used for defining market strategy cooperation with entity which has a significant market awareness and a similarity in term of business field. In order to improve market presence, thus, Wifi Republic would consider effective market strategy through Online-offline Channel.