MARKETING STRATEGY OPTIMIZATION TO INCREASE SUBSCRIBERS OF GAMEQOO

• Main Author: Puspitasari Marjono, Apriyani
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70176
• Institution: Institut Teknologi Bandung

GameQoo is a streaming service platform for playing games in the cloud. With this platform, gamers can play quality and officially licensed games from various world-renowned publishers optimally with a PC/Laptop with standard specifications. GameQoo launched in April 2019 and collaborated with Indihome with the auto renewal system. After reaching around 2000 subscribers from Indihome, GameQoo started new opportunities. From September 2021, GameQoo will collaborate with Telkomsel in Dunia Games to increase subscribers. After collaborating with Telkomsel, overall revenue from GameQoo has decreased because of a business scheme with Telkomsel that still needs to implement an auto renewal system. Therefore, internal and external analysis is carried out to find out the root causes of the low subscribers of GameQoo. Internal analysis is done by analyzing the STP strategy setting and the 4P Marketing Mix. Then the external analysis is done by doing PESTEL analysis, competitor analysis, and consumer analysis. To obtain this analysis, the research was conducted using qualitative methods. From the internal and external analysis results, the problems that underlie the lack of subscribers start from September 2021. The factors that cause the root of the problem consist of three factors, namely in terms of price, product, and promotion of the GameQoo business. Therefore, the authors propose nine strategy marketing that GameQoo might implement from 2022 to 2023. By providing those recommendations, it is hoped that better marketing activities will occur to increase subscribers and revenue for the company.