PROPOSED BUSINESS MODEL USING BUSINESS MODEL CANVAS (BMC) TO INCREASE NEUTRAFIX PLATFORM USERS (CASE STUDY: PT TELEKOMUNIKASI INDONESIA INTERNATIONAL)

• Main Author: Arsenio Aginsa, Fadhil
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83199
• Institution: Institut Teknologi Bandung

This comprehensive study, entitled “Propose Business Model Using Business Model Canvas to Increase Neutrafix Platform Users,” focuses on Neutrafix, a voice and mobility e-commerce platform owned by PT Telekomunikasi Indonesia International (Telin). Neutrafix has faced several significant challenges, including stagnant growth, a prepaid payment model that is unfavorable to buyers, and the absence of large sellers, which collectively limit the platform's appeal and transaction volume. Through thorough analyses, including Business Model Canvas, VRIO, PESTEL, Porter's Five Forces, and STP, key challenges and opportunities were identified. This study aims to address these issues comprehensively and propose strategies to enhance Neutrafix's growth and market presence. The study employs a qualitative research approach, incorporating semi-structured interviews with key stakeholders and an in-depth analysis of secondary data. This methodology facilitates a comprehensive examination of Neutrafix's internal and external environments, providing insights into the platform's current operational and strategic challenges. Internal analyses, including the Business Model Canvas and VRIO framework, reveal deficiencies in value creation, resource utilization, and organizational structure. External analyses, such as PESTEL and Porter's Five Forces, highlight the impact of macroeconomic factors, competitive pressures, and regulatory constraints on Neutrafix's business. Neutrafix, a voice and mobility e-commerce platform owned by PT Telekomunikasi Indonesia International (Telin), is currently facing several business issues. The primary challenges include stagnant user growth, a prepaid payment model that is perceived as unfavorable by buyers, and a lack of participation from large sellers, which collectively diminish the platform's competitiveness and attractiveness. These issues are current and ongoing, significantly impacting Neutrafix's ability to attract new users and retain existing ones. Operating in the global voice and mobility e-commerce market, Neutrafix targets telecom companies worldwide. The primary reasons for these challenges include the misalignment of the platform's value proposition with market needs, ineffective communication and marketing strategies, and insufficient customer support infrastructure. Addressing these challenges involves implementing strategic actions such as forming a strategic partnership with a major telecom operator, introducing flexible payment options to better cater to buyers' preferences, and establishing a dedicated Customer Success team to enhance customer relationships and satisfaction Based on the findings, the study proposes three strategic actions to address Neutrafix's challenges and enhance its market position: Forming a Strategic Partnership with Etisalat; Introducing Flexible Payment Options as a New Value Proposition; Establishing a Customer Success Team to Manage Customer Relationships. Implementing these strategies is expected to significantly increase platform users, enhance customer satisfaction, and strengthen Neutrafix’s competitive position in the global market. The strategic partnership with Etisalat will expand market reach and operational capabilities, the flexible payment options will align the value proposition with buyer needs, and the Customer Success team will ensure ongoing support and relationship management, driving overall growth and success for Neutrafix.