DEVELOPING BUSINESS STRATEGY FOR TRAVY

• Main Author: Amani Mulya, Zata
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67860
• Institution: Institut Teknologi Bandung

The development of Indonesian tourism from year to year continues to grow, and even the competitiveness of Indonesia’s tourism sector continues to increase. Along with the expansion of tourism in Indonesia, the digital revolution is radically changing the world. There is a new kind of marketing called digital marketing, which rapidly develops and integrates style and substance as well as online and offline interactions. An application can help travelers who cannot or do not have time to prepare their travel plans. In this new era, Travy offers an application that features a personalized trip planner, accommodation booking, and comprehensive destination information. As an early-stage startup, it has issues with its ineffective Instagram content due to the limited knowledge and time of the team members. With this condition, the Instagram content plan should be developed for Travy to be more powerful to gain more users for their application. This study is conducted by using problem-solving methods by evaluating external and internal factors that affect Travy's business strategy that is included in the SWOT analysis and summarizing the findings as root cause analysis. The structural analysis results will be the base for building alternative business solutions, implementation, and action plans for Travy's business strategy. Subsequently, the implication of this study is acquiring the implementation and action plan of obtaining a remarkable growth of Travy's Instagram performance based on the rates of engagement, likes, and comments as well as brand awareness.