ANALYSIS OF VALUE PROPOSITION CANVAS TO IMPROVE CUSTOMER JOURNEY OF PT MINERAL MERDEKA BOUTIQUE – TB. SIMATUPANG

• Main Author: Rakan, Ampuh
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70609
• Institution: Institut Teknologi Bandung

In today’s era, business has become more aggressive, competitive, and demanding. Indonesia is an archipelago country with 270.6 million populations within 16,771 islands with various commodities, including gold industries. PT Mineral Merdeka is one of the leading listed diversified metals and mining companies in Indonesia with vertically integrated operations. There are several complaints filed against PT Mineral Merdeka Boutique – T.B. Simatupang on various channels, such as Google review, ecommerce, and direct complaints to the boutique. Majorly the customers are issued about long queue, product protector, sell-back and ID issue. To analyze and research this, qualitative research methodology is conducted in this research to achieve better understanding of the current situation in PT Mineral Merdeka and gather various persona for validate and achieve diversity of the required information. External and internal analyses are used to achieve better understanding of the business environment. PESTLE and Porter’s Five Forces were used for external analysis and Marketing Mix 4P, STP, and BMC analysis were used for internal analysis. Later, SWOT analysis was used after achieving the business environment and strategy formulated by using Value Proposition Canvas, and Customer Journey Mapping and resulted new proposed customer journey map. There are several ideas and opportunities that can be implemented to enhance the customers’ journey, such as: promotion and communication, product and information, boutique experience, payment and fees, and supporting sytem.