PROPOSED GO-TO-MARKET STRATEGY FOR SAMSUNG SDS COLLABORATION SOLUTIONS IN INDONESIA BASED ON CUSTOMER JOURNEY AND JOB-TO-BE-DONE THEORY

• Main Author: Seo, Jinwon
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77477
• Institution: Institut Teknologi Bandung

This thesis examines the Indonesian B2B software solutions market and designs a strategy for market integration. The study focuses on Indonesia's B2B customer journey, identifying a separation between decision-making operators and end users. Significant issues include a lack of comprehensive information and educational resources that impede the effective use of solutions. The research creates a new customer journey model to counter these challenges, incorporating functional, humanistic, and mechanical elements. This model is designed to improve the interaction between operators and end users, accept user feedback in product development, and adjust product features according to customer needs. The Job-to-be-Done (JTBD) theory is applied to understand the 'jobs' customers want from SaaS collaboration solutions. The thesis recommends a disruptive market strategy for Samsung SDS in Indonesia, focusing on core features and simplifying or eliminating additional features. Implementing this strategy requires careful planning, precise execution, and ongoing adaptation based on market feedback. This thesis forms a strategic roadmap for Samsung SDS to enter the Indonesian SaaS market by investigating the customer journey, applying the JTBD theory, and developing a disruptive market strategy. The findings of this research also enhance the understanding of customer journeys in the B2B SaaS market, providing valuable insights for companies looking to expand into new markets.