Analisis strategi kompetitif fintech startup dengan konsep loyalty dan gifting di industri prepaid payment Indonesia (studi kasus tada company)

Tondang, Apriginta Purba (2018) Analisis strategi kompetitif fintech startup dengan konsep loyalty dan gifting di industri prepaid payment Indonesia (studi kasus tada company). Masters thesis, Universitas Pelita Harapan.

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Abstract

Competitive strategy is one of the keys success of the company in competing with competitors in the same industry. The strategy that the company ran must be successful to make consumers still have loyalty to the products produced by the company. Rapid changes on the market and customer also make company’s business strategy should follow the trend. This reserach aims to analyze the cometitive strategy on fintech company with prepaid payment products (online and offline) related to competitiveness, innovation and product development as well as its relationship with market and consumer needs in the digital era today. Based on the research findings, it can be concluded that the product development becomes the main point for the company to improve the competitiveness and to win the market, both existing and new markets. Furthermore, aligning the the programs and products with the needs of partners and customers becomes the key to drive company’s sales growth. / Strategi kompetitif merupakan salah satu kunci keberhasilan perusahaan dalam bersaing dengan kompetitor di industri yang sama. Strategi yang dijalankan harus berhasil membuat konsumen tetap memiliki loyalitas terhadap produk yang dihasilkan perusahan tersebut. Perubahan yang berjalan cepat pada pasar dan konsumen membuat strategi bisnis juga harus senantiasa mengikuti trend perubahan tersebut. Penelitian ini bertujuan untuk menganalisa strategi kompetitif pada fintech company dengan produk prepaid payment (online dan offline) terkait daya saing, inovasi dan pengembangan produk serta hubungannya dengan kebutuhan pasar dan konsumen di era digital saat ini. Berdasarkan temuan penelitian, dapat disimpulkan bahwa pengembangan produk menjadi poin utama bagi perusahaan untuk meningkatkan daya saing serta untuk memenangkan pasar, baik pasar yang ada maupun pasar yang baru. Selanjutnya, menyeleraskan produk dan program dengan kebutuhan partner atau konsumen menjadi kunci untuk pertumbuhan penjualan perusahaan.

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