NEW GROWTH STRATEGY USING MARKET PENETRATION STRATEGY BASED ON ANSOFF MATRIX (CASE STUDY: DRYKEUN)

• Main Author: Faiz Bilhaqq, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84093
• Institution: Institut Teknologi Bandung

This research is aimed to determine the growth strategy for market penetration of Drykeun to address new customers in order to do expansion. Business must have strategy in order to survive or grow, if any business lack of that, whether in any size of business, it will collapse in the matter of time. In laundry services industry, competition is very rough because it is considered as low barrier to entry industry. That’s why business needs strategy. The researcher use Ansoff Matrix to determine which growth strategy is suitable for company’s case. Ansoff Matrix is strategic planning tool to provides a framework to identify growth strategies. It categorizes strategies based on whether a company will offer new or existing products in new or existing markets (Ansoff, 1957). Ansoff Matrix divided into two dimensions, from product or services and market. Drykeun choose to use existing product to aim existing market, and it categorized as market penetration. We have existing customer that based in Dago and mostly comes from University Students. Drykeun wants to target more customer in another geographic, that is in Ciumbuleuit. In order to address customers that based in another geographic, we have to really understand their behaviour, preference, and problems. The researcher has spread the online questionnaire to the respondents that has been determined about the criteria. The data from questionnaire will be the basis for creating market penetration strategy. The researcher also create implementation plan to execute the proposed strategy with available resources of the company.