ROPOSED MARKETING STRATEGY TO INCREASE THE NUMBER OF QPOSIN AJA USERS IN THE NEW NORMAL ERA

• Main Author: Abdillah Hanifa, Salman
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57201
• Institution: Institut Teknologi Bandung

The surge of e-commerce activities caused by the COVID-19 pandemic, along with Indonesia’s continuous push towards the digital economy, has created high demands for digital-based courier services. It is a perfect moment for PT Pos Indonesia, one of the oldest players in the courier service industry, to perform a digital transformation to its core businesses to ensure the sustainability of the company in the future. One of its digital products is QPOSin AJA, a mobile application to answer the demands for digital courier services. To catch up with its competitors that had already launched their own mobile courier applications, PT Pos Indonesia had targeted QPOSin AJA to reach one million downloads by the end of 2020. However, QPOSin AJA had only reached approximately 5% of what the company had targeted. Thus, the purpose of this research was to identify the undesired conditions in the current marketing strategy that hinder its ability to effectively increase the number of QPOSin AJA users and then propose a marketing strategy to solve said conditions. The internal condition analysis of this research was used to explore both PT Pos Indonesia’s currently available resources using the Resource-Based View analysis tool and the company’s current marketing strategy for QPOSin AJA by analyzing its STP and marketing mix. On the other hand, the external condition analysis consisted of macro-environment analysis using PESTEL, industry analysis using Porter’s 5 Forces, competitor analysis by making an STP and marketing mix comparison between QPOSin AJA and its direct competitors, an app user review analysis to identify which aspects of QPOSin AJA’s marketing mix that received the highest number of complaints from the users, and a perceptual map to identify how the PT Pos Indonesia brand is positioned in the consumers’ minds compared to its competitors. Both condition analyses resulted in the list of undesired conditions identified under the current implemented marketing strategy and a generated SWOT analysis, which were then further analyzed using the TOWS matrix to generate the alternative strategies for QPOSin AJA application. The results of this research showed that QPOSin AJA only targeted the social commerce segment without considering other potential segments, and its positioning has no differentiation compared to most competitors. The undesired conditions were found in QPOSin AJA’s marketing mix, such as having unreliable products, unintegrated processes, and unoptimized promotions. The proposed marketing strategy of this research consists of a more comprehensive STP with a target market segment that was selected through the Analytical Hierarchy Process (AHP) method involving three industry experts and a new marketing mix that employed some of the alternative strategies generated from the TOWS matrix to solve the current undesirable conditions. The selected market segments were social commerce, individual, and corporate segments, while the proposed marketing mix consisted of action plans that were assigned onto each undesired condition in the current mix and were classified into higher management level strategies as Product Reliability, Service Quality, Efficiency, Accountability, and Market Penetration and Development.