BUSINESS TO BUSINESS (B2B) MARKETING STRATEGY FOR USER EXPERIENCE (UX) STUDIO, UXGALA

• Main Author: Khumaerah Mufti, Siti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62654
• Institution: Institut Teknologi Bandung

Digitalization in Indonesia is rapidly increasing due to the level of active internet users, putting Indonesia as one of the most potential digital markets in the world. This phenomenon also raises the demand and opportunity for User Experience (UX) studios, such as Uxgala, to be involved in digitalization by providing the startup a UX development service for the digital product. Unfortunately, Uxgala as a newcomer to the UX development business, still has a low reputation and weak competitive advantage. Meanwhile, many competitors and substitutes are also crowding the market. This situation is then intensified by market conditions that have not fully realized the importance of user experience. Therefore, in order to compete in the market, Uxgala must develop a B2B marketing strategy. In this research, the author analyzed the internal and external factors of Uxgala to develop the business issue exploration. The internal analysis consists of STP, 7P’s marketing mix, and VRIO analysis. Meanwhile, for the external analysis, the author used PEST, Porter’s 5 forces, competitor analysis, and developed a customer analysis through direct interview method utilizing the business buying behavior framework, consisting of two major discussions, including buying center analysis and purchasing decision process analysis. The respondents were the owner, CEO, or the C-Level of the startups included in the market segmentation of Uxgala, which consisted of startups in three sectors: E-Commerce, Online Service, and Tech/SaaS. Based on the results of the SWOT and analyzing the gap in the business situation and market situation, several alternative solutions were generated using TOWS analysis. The most suitable and possible solutions were then proposed as a new marketing strategy for Uxgala, namely STP and 7P’s Marketing Mix. The study shows that different markets have different needs for UX development services and dissimilar behavior in the purchasing decision that Uxgala can use to strengthen its market targeting and brand positioning. Moreover, developing the 7P’s marketing mix suits the targeted market and strongly performs the brand positioning. The implementation plan design for Uxgala consists of the action plans and the actualization timeline for the next four quarters, generated based on the proposed marketing strategies.