DEVELOPING MARKET ENHANCEMENT STRATEGY TO SUPPORT MARKET EXPANSION IN B2B SEGMENT: CASE STUDY OF PT RUMA INDONESIA DIGITAL

• Main Author: Lamtio Yosephine, Ivana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60941
• Institution: Institut Teknologi Bandung

PT Ruma Indonesia Digital (Ruma.Id) is a company that was founded and initiated by Umawar Investment Group which has the business model as the integrated service and marketing platform to connect the developer and first home buyers in the B2C markets. The root trigger for this market expansion is the management has seen the opportunity to enter the B2B market segmentation as the business expansion using the brand extension strategy and the objectives are to create awareness and appeal for Ruma.biz brand product and service but unfortunately there are several problems that the company has faced alongside the process of developing this new brand and to enter the new market segmentation and classified into three major elements: Competitor, Customer, and Communication. The product and service that Ruma.biz produces are Matrix (coworking and office space) and Ledgerowl (digitized financial platform). The methodology that will be used in this research are both qualitative and quantitative methods and the data collection sources are from primary and secondary data. The qualitative methods that will be used are In-depth interviews with internal respondents from the company for each product, desk research and observations. The quantitative method that will be used is descriptive research using the framework to collect, determine and analyze the segmentation and targeting for the customer profiling. The identification of primary competitors for each product and service, the differentiation factors, the customer profiling (segmentation and targeting) for each product and service, customer lock-in mechanism and the marketing communication initiatives. In order to achieve the desired objectives the brand should focus to enhancing the competitive situation by focusing to stay compete with the primary competitors and implementing the priority strengths also minimizing the priority weakness, enhancing the customer initiatives by executing the advanced customer lock-in mechanisms with the supporting infrastructures and enhancing the communication initiatives by performing the solid marketing communication for each product and service.