PROPOSED MARKETING STRATEGIES FOR MITRA BUKALAPAK TO INCREASE SALES IN INDONESIA

• Main Author: Lihan Eltofani, Alya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63526
• Institution: Institut Teknologi Bandung

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.