MARKETING STRATEGY PROPOSAL TO ACQUIRE NEW USERS FOR BLIBLI.COM

• Main Author: Christian Pratomo, Adriel
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70392
• Institution: Institut Teknologi Bandung

Blibli.com is an e-commerce company based in Indonesia. Blibli.com offer a wide range of product on their platform from medical supplies to fashion products. They also have services such as free delivery and instalment payment method to give consumers a better shopping experience. However, even with these various features, Blibli.com is still lacking in number of users compared to the big two of ecommerce in Indonesia which are Tokopedia and Shopee. This research is aimed to figure out what is causing the low number of users on Blibli.com. External and internal analysis was conducted to find what factors are related to the issue. The external analysis found threats such as strong competitors, but it also found opportunities such as the growing number of internet users. An internal analysis was also conducted, the result shows strength such as Blibli.com’s well-known brand name, but it also found weakness such as no unique offers compared to its competitors. These findings are then combined in the SWOT analysis. When it’s done, the next step is to put the result of this analysis into the root cause analysis. The result of the root cause analysis shows that consumers do not find the offer from Blibli.com attractive compared to its competitors. Blibli.com need to find a way to be noticed by consumers, especially new consumers. The proposed strategy to tackle this issue is formulated from the TOWS analysis. The TOWS analysis designed several possible strategies based on the strength, weakness, threats, and opportunities of the related case. From this analysis, four possible strategies were served. The first strategy is to improve overall promotion strategy. This strategy emerged as a result of the consumer analysis which shows poor performance of Blibli.com’s promotional strategy as a whole. The second strategy is to develop an attractive sales promotion. This strategy is based on the research result which shows the significance of sales promotion in the whole promotional mix elements. The third strategy is to ensure user’s safety when shopping on Blibli.com. Due to the often-occurring data leak problems, having a guaranteed cyber-security system can be an advantage in the e-commerce industry. The fourth strategy is to develop a unique product feature. Most of the e-commerce brands in Indonesia have a similar marketing strategy with similar offering as well. Having a unique product feature can help Blibli.com stand out among the competitors which can help attract new users to shop at Blibli.com