METAVERSE MARKET PENETRATION POSSIBILITY AND STRATEGY FOR IT SERVICES COMPANY IN INDONESIA

• Main Author: Christianto Alexander P, Ivan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79585
• Institution: Institut Teknologi Bandung

The basic culture of socialization has transformed to have industries accepted digitalization, including the virtual universe as the solution covering the Workfrom-Home alignment after pandemic. Metaverse virtual workplace as a revolutionary technology for connectivity offers an opportunity as a new possible business in Indonesia. As a growing market with an upward trend in financial growth, Indonesia has seen a major change in technology adoption in these recent years, including that of Metaverse virtual workplace. Company X as one of the major players in the Information Technology services provider see this as an opportunity to capitalize by penetrating the Metaverse virtual workplace market. Thus, the research aims to determine whether it is possible for Company X to enter the Metaverse market in Indonesia, bringing the virtual workplace solution for the big clients under the format of business-to-business agreement. What factors needed to be considered by Company X and what strategies need to be taken should Company X decided to have the market entered. The strategy proposed comes from the analysis conducted by the Author, internal and external analysis. The internal analysis consists of the description of the Company X current business, value proposition, organizational structure, and STP (Segmenting, Targeting, and Positioning) analysis of the company X. Whereas external analysis consists of the macroenvironmental analysis using PESTEL, Porter’s five forces, competitive analysis, and customer analysis. Both analyses utilize the qualitative approach mainly by subject matter expert interview from the decision maker of Company X and its current clients. The qualitative approach is used as the baseline for the business-to-business market to understand the seller side and customer side. According to the internal and external analysis, the discussions and sources then analyze further using SWOT to decide that the market is feasible to enter. Metaverse virtual workplace is a market that will give the most benefit by being the first mover. Moreover, the current capability of Company X based on its SWOT will help the strategy of penetrating the new market. The market strategy then is developed using TOWS analyses and Porter’s essential tests to strengthen the decision-making justification and recommendation. Using those, the Author finally concluded that Metaverse virtual workplace will be the potential market for the new business diversification for Company. The development carried out must aim for a position as the first mover. Market penetration begins with preparing human resources from the company, creating prototypes that can increase the potential for collaboration, offering services in the form of several stages of development, and offeringoperational services for long-term collaboration.