CROSS-SELLING STRATEGY FOR FINANCIAL TECHNOLOGY SERVICES. CASE STUDY: GOPAY, GOSURE, AND GOINVESTASI
Digital financial products have become more booming, thanks to the COVID-19 pandemic that forces people to adapt to digitization. This shifting marked the essential step for Indonesia to achieve financial inclusion and aligned with GoTo Financial strategy to upscale its business by cross-selling GoP...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68240 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Digital financial products have become more booming, thanks to the COVID-19 pandemic that forces people to adapt to digitization. This shifting marked the essential step for Indonesia to achieve financial inclusion and aligned with GoTo Financial strategy to upscale its business by cross-selling GoPay users to GoSure, an insurance service, and GoInvestasi, an investment service developed by the company. The strategy makes more sense because GoPay has been the only payment method available for the services. This research defines the market opportunities and threats to cross-selling GoPay users by looking at internal, external, and consumer behavior factors. After the mapping is done, the next step is to suggest the best strategy to be executed by the company along with the prioritization. |
|---|