PROPOSED BUSINESS STRATEGY FOR YOFUTSAL AT PT DIGITAL MENARA INDONESIA (DIMENSI)

• Main Author: Mulya, Sandi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60895
• Institution: Institut Teknologi Bandung

The growth of internet users in Indonesia is increasing very rapidly every year. The internet has become a daily necessity in carrying out life. The development of internet users in Indonesia has also had an impact on the sports industry. One of the most popular sports today is Futsal. Futsal is not only a hobby but also provides health benefits. Every year, the development of the futsal industry is increasing along with enthusiasts. Seeing the market potential of the futsal industry, Yofutsal has innovated to provide futsal field booking services. Yofutsal is a start up company engaged in search and ordering services for futsal fields. In addition, Yofutsal also provides futsal news information, holds futsal tournaments and forms a community to play futsal. Yofutsal's goal is to provide a futsal field booking application that makes it easier to find and view futsal facilities. However, Yofutsal faces problems in developing existing business models, besides that Yofutsal needs to introduce applications to potential customers in increasing awareness. In order to develop a business strategy, this study describes an analysis of business problems at Yofutsal and aims to produce the best strategy. For this reason, an external and internal analysis was carried out. External analysis includes PEST, Porter's Five Forces, internal analysis includes Business model canvas, STP, 4P Marketing Mix. In addition, it also involves a questionnaire that handles Yofutsal community members and interviews with one of Yofutsal's potential customers. The series of analyzes above are formulated into a SWOT analysis and then a TOWS matrix framework is formed which aims to produce business strategy proposals for Yofutsal. The strategies formulated with the TOWS Matrix will be summed up in the proposed Business Model Canvas.