DEVELOPMENT OF MARKETING STRATEGY TO IMPROVE MIFX MARKET PENETRATION IN INDONESIA
Indonesia's financial technology (fintech) sector has seen unprecedented growth, driven by increasing digital connectivity and a robust economic framework that supports innovation in financial services. Within this burgeoning sector, forex trading platforms, particularly those offered by...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/84026 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia's financial technology (fintech) sector has seen unprecedented growth,
driven by increasing digital connectivity and a robust economic framework that
supports innovation in financial services. Within this burgeoning sector, forex
trading platforms, particularly those offered by PT HFX, play a pivotal role.
However, despite the growing infrastructure and interest in financial markets
among Indonesia’s youthful population, forex trading platforms like HFX have yet
to fully penetrate this potential market segment. This thesis addresses the strategic
development of marketing tactics aimed at enhancing HFX’s market penetration,
focusing on the unique demographic and technological landscape of Indonesia.
Employing a mixed-methods research approach, this study integrates both
qualitative and quantitative data to provide a comprehensive overview of the
internal and external factors affecting HFX’s market presence. Internally, the
research employs frameworks such as the 7P Marketing Mix and Segmentation,
Targeting, and Positioning (STP) to evaluate HFX’s current marketing strategies
and how effectively these align with market needs and expectations. Externally, the
study considers socio-economic factors and regulatory environments that
significantly impact the forex trading industry.
The research findings highlight several key issues. First, there is a notable lack of
awareness and understanding of forex trading among potential young investors,
which limits market expansion. Second, HFX’s current marketing strategies are not
fully aligned with the digital habits and preferences of younger demographics who
prefer engaging, multimedia content and mobile applications. Third, regulatory
complexities often hinder marketing flexibility, impacting the ability to implement
aggressive marketing campaigns. |
|---|