PROPOSED BUSINESS STRATEGY FOR PT. BIRU TERPERCAYA IMPLEMENTATION QUICK RESPONSE INDONESIAN STANDARD

• Main Author: Gani, Daniel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68763
• Institution: Institut Teknologi Bandung

The digital industry in Indonesia has shown significant development and was accelerated by the occurrence of a pandemic, this can be seen from the increasing demand and adoption of digital money in the community as well as causing many new Payment Service Providers (PSP) or Finance Technology emerging. Rapid development of the emergence of many new Payment Service Providers (PJP) trigger the Membership Regulation of the Board of Governors Number 21/18/PADG/2019 concerning the Implementation of the National Quick Response Code Standard to ensure efficiency and minimize fragmentation in transactions and can be accessed by all PJPs in one standard. One of the PJPs is PT. Biru Terpercaya is a digital wallet application with the main products DANA Wallet and DANA Widgets that have services such as online payments for peer-to-peer transfers, bills (electricity, water, BPJS), games, and others, as well as offline payments using QRIS. This research will be divided into three core processes i.e. market analysis, business issue exploration and business strategy implementation. In the first phase of the research, author conducted market analysis to examine both internal and external factors using SWOT, PEST, Porter’s Five Forces. Based on the first phase result analysis, the business strategy formulated using Porter’s Generic Strategy and Business Model Canvas. The final step of this phase is to define the route to market strategy, by establishing a strategic alliance and targeting specific segment market. The output of this research showing that DANA currently doesn’t have value proposition or anchor product, by developing new product and choose strategic exclusive partner will be strengthen DANA’s position in the market.