PROPOSED MARKETING STRATEGY FOR ONLINE TRAINING SERVICES (CASE: SOLUTIF)

• Main Author: Budiana, Eka
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72082
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic is driving digital-transformation and changes in the behavior of online learning methods in Indonesia. Referring to data from the Ministry of Communication and Information of the Republic of Indonesia in 2022, Indonesia still lacks around 500,000 digital talents per year. Start-up companies in the education sector are trying to fill the talent shortage by providing online education programs with a combination of independent learning and facilitators helping students in doing assignments. PT Solusi Tiga Selaras (“Solutif”) would like to take the opportunity to contribute in preparing the need for talents in Indonesia who have ready-to-work skills in the digital field. However, Solutif is a new player in the field of education and needs to develop a marketing strategy in order to enter the right market and achieve the company's revenue target in 2025. This research aims to find out the main drivers of consumers' desire to attend online training, choice of training topics, learning methods, frequently followed information channels and price expectations. The preparation of the marketing strategy will be carried out through a benchmarking process for online training providers in Indonesia based on the results of quantitative research.