PROPOSED STRATEGY FOR CATCHRIDE LUX LAUNCHING IN INDONESIA
Digital economy has been part of people’s life for the past few years. One of the industry that affected by digital economy is transportation with the presence of ride hailing application. Catch is on the top of mind of Southeast Asia people as the key players in the industry. However, its sole comp...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/46992 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Digital economy has been part of people’s life for the past few years. One of the industry that affected by digital economy is transportation with the presence of ride hailing application. Catch is on the top of mind of Southeast Asia people as the key players in the industry. However, its sole competitor has just expanded its business from Indonesia to Southeast Asia by entering to Singapore, Thailand and Vietnam. Although Catch’s projection shows a notable value for the future, the company still needs to do some action to keep its competitive advantage in order to secure its place as the top player in Southeast Asia.
One of the way to keep its competitive advantage is by listening to the needs of the ride hailing application user. Recently, there has been a demand from Indonesia’s corporate market to procure premium 4 wheels online transportation. In that sense, the company is currently developing CatchRide Lux, a premium 4 wheels vehicle, to meet the needs of its users. Market testing for this service has just finished where the demand is justified in the retail market. Launching is now being prepared of which the company should answer where, who and how to officially introduce the service to Indonesian market.
This final project is focused on developing strategy for the launching based on the results of environmental analysis and the company’s market testing results. The formulation began by analyzing environmental analysis using PESTEL framework, Porter’s Five Forces, Resource Based View, STP framework and Marketing Mix strategy. Analysis is also conducted to the market testing results to generate the customer behavior which could help in determining target market. Then, SWOT analysis is performed to analyze those variables and TOWS matrix used to formulated strategies.
This research has produced the design of target market and Business Model Canvas that can be the basis for Catch in answering the where, who and how questions. The implementation of those strategies will begin with internal preparation process within the company, then proceed with launching and follow up by customer experience control. It is hoped that this strategy could bring success to CatchRide launching and help the service to reach its purpose which is to earn profit. |
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