Evaluation Market Penetration of Infrastructure as A Service (IaaS) to Formulate Marketing Strategy: Study Case Lumos Tech Indonesia
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 07
Abstract
The forecasted revenue growth of cloud computing has become a huge opportunity for IT infrastructure providers, especially for Infrastructure as a Services (IaaS) which have the biggest portion of the cloud computing business. International Data Corporation claims that the estimate revenue for IaaS in 2026 will reach USD 65.5 billion with CAGR 22.8%. Lumos Tech is an alias name that is used to protect the true identity of the firm that is being studied. As a global technology company who provides IT Infrastructure including IaaS offer, ideally Lumos Tech Indonesia should be able to capture this opportunity. However, the company is having a slow penetration rate which approximate to 0.2% for the IaaS offer. It is essential for the company to find factors that hinder the market penetration rate and design a marketing strategy to improve the business performance. The study adopts a mixed methodology where quantitative method is adopted to perform market assessment and the qualitative method focus on assessing the current condition to define the internal factors that hamper market penetration for IaaS offer. The data collection is categorized into two; the external data collection covers the data gathering from outside Lumos Tech through questionnaire, reports and journals and the internal data collection is done by doing an in-depth semi structure interview with the owner of the problem. Furthermore, the analysis is performed by utilizing PESTEL, Porter’s 5 Forces, quantitative descriptive and coding process. The objective of this study is to formulate marketing strategy for Lumos Tech’s IaaS offer by leveraging a modified Business to Business (B2B) marketing mix.
Authors and Affiliations
Rizky Junjunan Purbajati, Wawan Dhewanto, Sahat Hutajulu,
Keywords
Related Articles
- EP ID EP740972
- DOI 10.47191/ijcsrr/V7-i7-80
- Views 19
- Downloads 0
Needs Analysis for University EFL Learners Majoring in Business English: A Scoping Review of Research and Practice
In the context of international economic integration, Business English (BE) has played an increasingly significant role in business settings because BE is considered as a global communicative means, helping business tran...
Leveraging Electronic Health Records (EHR) for Enhanced Patient Care
This study analyzes how electronic health records (EHR) can be utilized to enhance patient care. The objectives of the study are to; design predictive models to recognize patients are risk of developing some specific con...
Chemical Characterizaction Sacha Inchi (Plukenetia Volubilis) Seed: Oleaginosa Promising From the Colombian Amazon
The physical and chemical characterization of the oil and almond from sacha inchi seed (Plukenetia volubilis), grown in the Guamuez Valley, Department of Putumayo, Colombia was conducted. The whole almond and free fats f...
Perceived Impact of Covid-19 Pandemic on Clinical Care and Treatment of Tuberculosis-Directly Observed Treatment Short-Course (TB-DOTS) Patients
The study determined the perceived impact of the COVID-19 pandemic on the clinical care and treatment of TB-DOTS patients in Claver, Surigao del Norte, Philippines, from 2020 to 2022. The research utilized a quantitative...
The Effect of Metacognitive Strategy Instruction on Listening Comprehension Performance, A Case Study of English - Majored Freshmen at Ba Ria - Vung Tau University, Viet Nam
The research was carried out with 50 university freshmen at Ba Ria – Vung Tau University (BVU) to find out how metacognitive strategy instruction motivates them to improve their listening comprehension. The researchers e...