PROPOSED NEW BUSINESS MODEL TO EXPAND CUSTOMER BASE AND PROMOTE COMPANY GROWTH: A CASE STUDY OF PT. AKSI

• Main Author: Diinan Muhammad, Senopati
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84045
• Institution: Institut Teknologi Bandung

The economic growth Indonesia experienced has correlation with the number of investments made in Indonesia, including investment in manufacturing facilities. Increasing number of manufacturing facilities supposedly affected to demand of supporting facilities such as lightings. Exxent Lighting, a lighting brand under PT. AKSI which focused at providing street lighting for government sector, finds an issue in fluctuating revenue caused by dependence on government market. Government purchase pattern which peaked at Q1 and Q4 makes company revenue draught in Q2 and Q3. In this thesis, the author seeing the potential market in Industrial sector as a suitable market for Exxent Lighting to overcome low Q2 and Q3 revenue. Author using qualitative methodology to understand market needs by interviewing representative from various industrial background also using market report to learn about market situation. From the data gathered, author conducting internal and external analysis using several frameworks from marketing frameworks into business strategy frameworks. The result of this study is most customer in current market has brand loyalty to market leader because of the reputation market leader has, but recently market leader fails to deliver their best service and decreasing current customer satisfaction. In the customer side, cost efficiency order from each company stakeholder also push the decision maker into looking for alternative for lighting products. Using findings from research, the author is developing suitable value proposition for potential market and also developing a new business model for Exxent Lighting in order to win competition in potential market.