DIGITAL MARKETING STRATEGY FOR EARLY-STAGE STARTUP TO INCREASE THE GROWTH OF THE BUSINESS (CASE STUDY: SPASS INDONESIA)
Spass Indonesia is an early-stage startup founded in 2021, engaged in the sports industry providing services to identify people in sports. The business problem is that Spas Indonesia has not yet formulated its digital marketing strategy. The aim of this research is to propose a new digital marketing...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/71785 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Spass Indonesia is an early-stage startup founded in 2021, engaged in the sports industry providing services to identify people in sports. The business problem is that Spas Indonesia has not yet formulated its digital marketing strategy. The aim of this research is to propose a new digital marketing strategy to enhance business growth. This research method uses a qualitative approach consisting of in-depth interviews with 3 industry experts, one of the founders of Spas Indonesia, 10 current customers, and 10 potential customers of Spas Indonesia. Internal analysis was carried out using STP analysis (segmenting, targeting, and positioning) and the 7P Marketing Mix. While external analysis was carried out using PEST analysis, Porter's Five Forces analysis, Competitor analysis and Brand Equity analysis. Based on the results of internal and external analysis, Spass Indonesia needs to develop an innovative digital marketing strategy to capture market attention. use RACE work to develop new digital marketing strategies. Each stage consists of objectives and activities that must be completed before moving on to the next stage. Through the RACE framework, Spass Indonesia is expected to increase brand awareness and increase its growth. |
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