PROPOSED MARKETING STRATEGIES FOR MITRA BUKALAPAK TO INCREASE SALES IN INDONESIA
With forecasts for 2020 to 2022, E-commerce has a share of the total retail market in Indonesia from 2018 to 2019. In 2020, Indonesia's internet economy had an annual gross merchandise value (GMV) of approximately 44 billion U.S. dollars. This figure will reach 124 billion U.S dollars by 202...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/63526 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | With forecasts for 2020 to 2022, E-commerce has a share of the total retail market in
Indonesia from 2018 to 2019. In 2020, Indonesia's internet economy had an annual gross
merchandise value (GMV) of approximately 44 billion U.S. dollars. This figure will reach 124
billion U.S dollars by 2025. Furthermore, it is estimated the warung market size will be up to
USD 36 billion in 2025F.
Analysing the e-warung opportunity in Indonesia, the e-commerce market has reached
35.95% of retail sales. The Indonesian eCommerce market seems to have a gross merchandise
value of YS$30.6 billion in 2020E and a forecast to reach US$75.7 billion in 2025F with a
CAGR of 19.9% from 2020-2025F. In particular, the impact on e-warung. The research aims
to develop a marketing strategy for Mitra Bukalapak based on External Analysis (PESTEL,
Porter five forces, Competitor analysis, Consumer analysis) and Internal Analysis (VRIO,
Pirate Matrics, Marketing Mix, Marketing Financial Analysis). Structural Equations Modeling
examines the correlation of each variable and helps build a new strategy using SWOT and the
result with TOWS. Further action will describe the implementation plan where various
strategies will be picked and recommended for the company to implement. |
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