PROPOSED BUSINESS STRATEGY OF HEYJACK SEMARANG FOR NEW PRODUCT DEVELOPMENT AND INCREASING PERFORMANCE

• Main Author: Syahrin, La
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45616
• Institution: Institut Teknologi Bandung

Nowadays, Indonesia has entered the era of digital business development is very extraordinary, where the Internet users in Indonesia is quite large enough and has a big impact on business people. Heyjack as a business-based pickup service started in the year 2014 in Semarang City. Heyjack in providing his services use social media applications in the form of LINE accounts and Instagram. Heyjack himself walked for 2 years to 2016 and has had several driver partners coming from students who were scattered in several universities in Semarang. In this study Heyjack uses SWOT analysis to further deepen the strengths, weaknesses, opportunities and threats experienced by Heyjack from internal and external analyses that have been done before. After the SWOT analysis is obtained, researchers determine the results of the research that the main need of the customer is the ease that customers get when using an online transportation service. As for other than that customers want to feel new and different experience when using this transportation. So Heyjack needs to do the development of the service side that provides convenience for customers and different uniqueness. Then researchers with the use of TOWS matrix get Heyjack business strategy that is among others by creating their own applications, providing different services, doing cooperation with several companies and university organizations. Then, using new product development and Marketing Mix 7P to improve Heyjack performance, researchers get service development results by creating new applications and service options that provide convenience for customers such as Subscription, gold and silver services, development of marketing systems by creating their own websites and focusing on drivers that look attractive. After the analysis done by determining the literature found on Heyjack, and determining the resolution of literature with some analysis using TOWS Matrix, as for some results obtained for the implementation of the plan of Heyjack is By establishing a relationship with Heyjack's previous users to re-use the heyjack, maintaining the market that has been acquired in the university area of Semarang and reshaping the Heyjack team with the capacity can provide the best Service for people who want to use Heyjack service.