ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA

ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA

Parking business has potential growth as it is one of the most frequent daily use cases as people do mobility. GoPay is looking for opportunities to win the market position as the preferred payment method for parking. In anticipating the competition, GoPay needs to evaluate the existing GoPay parkin...

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Bibliographic Details
Main Author: Aliyah Utami, Anindita
Format: Theses
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/57661
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:57661
spelling id-itb.:576612021-08-25T16:01:40ZENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA Aliyah Utami, Anindita Indonesia Theses Parking, Service Blueprint, E-Wallet, Marketing Communication INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/57661 Parking business has potential growth as it is one of the most frequent daily use cases as people do mobility. GoPay is looking for opportunities to win the market position as the preferred payment method for parking. In anticipating the competition, GoPay needs to evaluate the existing GoPay parking product and explore the iceberg opportunities to offer better customer experience through service blueprint improvements. Deep understanding of target market persona and pain points is crucial to design the product and marketing communications initiatives that are highly relevant to customers. It is not impossible for GoPay to win the market position because at the end customers will always choose the unique selling proposition within the product that solves their pain points. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description Parking business has potential growth as it is one of the most frequent daily use cases as people do mobility. GoPay is looking for opportunities to win the market position as the preferred payment method for parking. In anticipating the competition, GoPay needs to evaluate the existing GoPay parking product and explore the iceberg opportunities to offer better customer experience through service blueprint improvements. Deep understanding of target market persona and pain points is crucial to design the product and marketing communications initiatives that are highly relevant to customers. It is not impossible for GoPay to win the market position because at the end customers will always choose the unique selling proposition within the product that solves their pain points.
format Theses
author Aliyah Utami, Anindita
spellingShingle Aliyah Utami, Anindita
ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA
author_facet Aliyah Utami, Anindita
author_sort Aliyah Utami, Anindita
title ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA
title_short ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA
title_full ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA
title_fullStr ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA
title_full_unstemmed ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA
title_sort enhancing market position through service blueprint improvement and marketing communication initiatives: a case study of parking product of gopay indonesia
url https://digilib.itb.ac.id/gdl/view/57661
_version_ 1822930529467498496

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