PROPOSED MARKETING STRATEGY FOR PURWADHIKA DIGITAL TECHNOLOGY SCHOOL EXPANSION TO SINGAPORE MARKET

• Main Author: Rahmana Putra, Andin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68572
• Institution: Institut Teknologi Bandung

The growth of the digital economy makes many companies conduct digital transformation. This major shift needs so much digital talent, such as web and apps developer, data scientist, digital marketer, and UI/UX designer. Currently the industry is experiencing tech talent shortage, including Indonesia and Singapore. To fill the gap, many bootcamp produce ready to work digital talents that already fit with industry needs, and distribute the student to the industry. Purwadhika as one of the education technology institution is exploring opportunities to expand the services to Singapore, the digital hub in southeast Asia. This research analyses and creates proposed marketing strategies in the form of go-to-market strategy and 7P marketing-mix strategy. External analysis such as Ansoff matrix framework, Porter Five Forces, PESTLE, Competitor Analysis and Market Analysis are used to understand the opportunity in Singapore. In the internal analysis, Business Model Canvas, Product Market Fit, VRIO and 7P Marketing Mix are used to understand the current condition of Purwadhika. From the analysis in this research, the current product of Purwadhika is already fit with the Singapore markets, and can utilize internet or online channels as the main channel to interact with the prospective customers.