PRODUCT DIVERSIFICATION STRATEGY OPTION FOR STARTUP COMPANY TO INCREASE COMPETITIVE ADVANTAGE IN INDONESIA DIGITAL MARKETING SERVICE INDUSTRY (CASE STUDY: PT ANDALAN EKSPOR INDONESIA)

• Main Author: Matheo Pranoto, Vincentius
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70604
• Institution: Institut Teknologi Bandung

PT. Andalan Export Indonesia (Aexi) is a company that provides Digital Marketing services for the development of sales of MSME products in Indonesia. Due to the COVID-19 pandemic, the company's sales performance in 2021 decreased drastically by 20% lower than the previous year. The Covid-19 pandemic has accelerated digitization, where many Indonesian government programs are also very supportive of the process of digitizing small and micro and middle class businesses, where the Minister of Cooperatives and SMEs targets 18.3 million businesses that have been digitized by 2015. 2023. Where Aexi as a company engaged in digital marketing service provider participates in encouraging digitization and also export figures from Indonesia. However, Aexi has not yet been able to achieve the desired sales target in 2021. To find the root of the problems experienced by PT. Andalan Export Indonesia, the authors conducted research on internal and external companies. To analyze the company's external conditions, the author uses PESTEL, Porter's Five Force's and Consumer Analysis and to analyze the company's internal conditions, the author uses Marketing Mix 4p and STP Analysis. Then proceed to make a recommendation for renewal related to Segmentation, Targeting and Positioning. The results showed that PT. Andalan Export Indonesia only entered 1 MSME market segment, which in fact there were 3 MSME market segments which were divided based on the size of the MSME income itself. Where the solution provided to improve the company's sales performance is product diversification based on existing market segments, as well as recommendations for the types of services required by the market and marketing strategies summarized in the program and implementation schedule.