MARKETING STRATEGY ANALYSIS AND DEVELOPMENT OF X-CAMP (XL AXIATA IOT INNOVATION CENTER)

• Main Author: Amadea Saputra, Celta
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74681
• Institution: Institut Teknologi Bandung

X-Camp is the first Internet of Things (IoT) innovation center and open laboratory in Indonesia, owned by PT XL Axiata that is a relatively recent player in the IoT/AI sector. After maturing its R&D stage, X-Camp has challenging obstacles as it enters the commercialization phase and struggles to establish its brand due to an unprepared environment in Indonesia. Some further research and deeper analysis are required in order for their sold IoT solutions to be recognized and generate more pre-orders (PO), thus resulting in higher rate of income. In order to boost customer readiness, an effective method should be devised and implemented so that X-Camp can increase brand awareness before moving on to brand recognition. This final project seeks to identify a probable target market and the most effective marketing plan for increasing consumer purchasing interest. To recommend appropriate marketing strategies that can persuade potential customers to purchase X-Camp's IoT products, the author first analyzes the internal environment (using the current product marketing mix) and the external environment (using PESTEL and Porter's Five Forces analysis). SWOT analysis is used to summarize and conclude the extensive internal and external analysis. Through interviews with targeted potential consumers, past clients, and the core staff of X-Camp, including department heads and senior specialists, the qualitative research technique understands the inside and outside of the organization comprehensively. After obtaining all of the information, the purpose of establishing a strategy is to raise awareness through a variety of marketing approaches. Strategy execution can take several forms, including the use of promotional techniques such as advertising, direct marketing, public relations, word-of-mouth, personal selling, and online marketing. The insight of this research would help X-Camp by providing marketing initiatives to increase brand awareness, influence prospective customers' buying intentions through effective Go-To-Market (GTM) tactics, and escalate current business readiness or the next step in sales. With the results obtained, this study can help IoT solution provider companies to give better service.