BUSINESS MODEL DEVELOPMENT: A CUSTOMER-ORIENTED PERSPECTIVE (A CASE STUDY OF PT LINIMASA ESA INSPIRASA)

• Main Author: Lestari, Dwi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66793
• Institution: Institut Teknologi Bandung

Linimasa is a publishing company that established in 2020. Linimasa as a new venture, has its critical development areas, especially in markets and products that needs to survive in capturing the market needs. Therefore, Linimasa as a new company needs to evaluate its performance in capturing the market needs. The objective of this research is to establish proof of the business concept by evaluating Linimasa’s value proposition and proposed strategy that will satisfy the market needs on a profitable basis. To solve the problem, analysis conducted by using qualitative approach. Based on the detailed analysis of internal and external condition of Linimasa, it can be concluded that there are 3 things that are causing the problems that are being experienced by Linimasa, namely limited human resources, undefined corporate goal, and the existence of a value gap in the customer journeys. The business solution proposed are adjustment in business model canvas, defining corporate goal in three years strategies, and optimizing marketing strategy. The optimization of marketing including product improvement and innovation, increasing promotion, distribution optimization and expansion.