MARKETING STRATEGY FOR BIKE-SHARING SERVICES BASED ON CUSTOMER DAILY TRANSPORTATION NEED (CASE STUDY: GETBIKE, PT BANOPOLIS INOVASI KENDARA)

• Main Author: Dwi Susanti, Lidya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54720
• Institution: Institut Teknologi Bandung

Being a mobility start-up that provides the bike-sharing concept and implementation as the main product, PT Banopolis Inovasi Kendara (BIK) also believes that bike-sharing can become a solution for congestion problems in urban areas. Previously focusing on B2B product, now Banopolis is going to launch Getbike, integrated bike-sharing system that can be used for last-mile journeys that align with a seamless mobility concept, to the Consumer. However, the current market condition only see bike-sharing as tourist facilities rather than as daily transportation mode. Therefore, there is a contradictory between Banopolis purpose and current market condition. In order to formulate the best marketing mix strategy for each target market of Getbike, the research is conducted to get an understanding about consumer perceived convenience, perceived value, and usage intention. Started with internal analysis that included VRIO and marketing mix, then external analysis that included PESTLE and Competitor analysis, the research is continue with consumer analysis. Through consumer survey, the data for consumer perceived convenience, perceived value, and usage intention are obtained. The result shows that the root cause of business issue are because low product exposure and consumer awareness, Indonesian culture and habit that not align with company purpose, unspecific marketing strategy, and there are some problem about how the consumer perceived the product offering. Thus, the proposed solution is Banopolis need to do behaviour change using The Transtheoretical Model (TTM). Furthermore, Banopolis can implemented the different marketing strategy for each target market.