BUSINESS STRATEGY TO PENETRATE MANUFACTURING COMPANY MARKET: CASE STUDY AT BERKELA

• Main Author: Muslihin, Tendy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68796
• Institution: Institut Teknologi Bandung

Berkel? is the pre-startup company which focuses on energy conservation and efficiency. Berkel? will be a product and service aggregator and providing online energy analytic tools. As product and services aggregator, berkela will act as a one-stop shopping application for companies who need product and service on energy conservation and efficiency. As an online energy analytic tool provider, Berkela provides the feature for customers to do self-assessment and self-implementation in performing energy consumption analysis. Currently, Berkel?s has passed the ideation and concepting phase. It has been made the market analysis, business development concept, product / service concept and financial modelling. Berkel? has analyzed that the customer can come from power plants, industries, buildings and nice to have get residential and MSMEs market. Every customer has different characteristics and needs, so this final project aims to create a strategy for Berkela to penetrate the manufacturing company market. The analysis used in this final project is internal, external, and combination analysis. External analysis used PESTEL and Porter's Five analysis, while internal analysis used Resource Based Value and VRIO analysis. The internal and external analysis results will be analyzed using SWOT analysis and TOWS matrix to formulate a strategy for the class to penetrate the manufacturing company market. In addition, lean startup analysis is also used to analyze feature requirements on the Berkela platform for further development. Finally, the Diamond Model was used to prepare an implementation plan strategy for Berkela for penetration into the manufacturing company market. The results of the study indicate that there is a reasonably good opportunity for Berkela to penetrate the manufacturing company market. Several things were found that have the potential to become obstacles for Berkela to penetrate the manufacturing company market. Berkela can use several strategies formed from the research results to penetrate the manufacturing company market.