ANALYSIS OF VIDEO MARKET PLACE (VMP) MARKETING STRATEGY TO ACHIEVE CUSTOMER-BASED TARGET OF XYZ
Journal Title: Asian Journal Social Sciences & Humanities - Year 2018, Vol 7, Issue 3
Abstract
This study aims to analyze the strategy for Video Market Place (VMP) on Segmenting, Targeting and Positioning (STP) and E-Marketing Mix (7P) by use internal and external factors of VMP XYZ. Qualitative method (in depth interview) is used to find out all factors. The main factors will be processed in the planning/ formulation stages of the strategy (EFE, IFE, SWOT and IE and QSPM matrices). EFE matrix shows that XYZ can exploit the potential of existing opportunities and can avoid the threats that appear on the external or scope of the VMP industry. IFE matrix shows that XYZ can utilize its strengths and can handle weaknesses that exist within the internal or scope of VMP. SWOT matrix shows that the strategy that needs is an aggressive strategy. IE matrix shows that the strategy that needs is intensive/ integrative strategy. Recommendations of marketing strategy for VMP XYZ is Segment: Customers who are inside and outside of areas/ regions XYZ, Target: cellular subscribers with category of age is millenial (Age 17-34 years old), Positioning: "VMP XYZ for various VMP applications in one smartphone platform and largest in Indonesia.". Products: genre movie, child restriction hastag feature, quality of video movie, feature to download movies and independent apps. Price: fixed fee to subscribe with subscription system and quota usage/cost and update cost. Promotions: Direct Sales, Advertising, Personal Sales, Public Relations, Sales Promotion. Place: playstore and apple shop, no segments/ circles, youth/ millenia/teenage environment and integrated with My XYZ app and links via SMS / website / pop up. People: customer service and complaint handling. Process: usage tutorial, easy registration, payment in various ways/ media, sharing and buzzer via social media, easy search process, notifications, feedback and maintenance. GUI: UIUX, menus, buttons, features, content according to trend/ moment, automatic notifications and pop ups.
Authors and Affiliations
Imam Wahyu Priyanto, Maya Ariyanti
Keywords
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