Marketing Plan of Telyumarket.Com

MARKETING PLAN OF TELYUMARKET.COM

MIDTERM TEST

Oleh:

INNAYAH NURLIA ROZA

NIM : 29114883

Program Magister Administrasi Bisnis

Sekolah Bisnis dan Manajemen

INSTITUT TEKNOLOGI BANDUNG

MARKETING PLAN

OF

TELYUMARKET.COM

INNAYAH NURLIA ROZA

NIM: 29114883

EXECUTIVE SUMMARY

With increasement of society consumption level and internet availability, online shopping become common activity among Indonesian people. For youth studying in college, high technology gadget completed their ability to shop even more. Telkom University openned 6000 seats for students every year. It Means Telkom University now has 24,000 students. Located in rural area, those students has difficulty to buy stuff from town due to distance and time limitation. Telkom University students living in 3 hectars spreadout area from the campus, most good needed by students are not distributed in all area. Telyumarket.com is an online retail connecting students of Telkom University to shop easily from stationary, fashion, food and other discretionary goods.

Telyumarket.com with its tagline “no distance shopping”, will brought you the order and secure you with cash-on-delivery transaction payment. Open from 7am untill 10pm, telyumarket.com will sell 500 most common goods needed for university students especially for stduents staying in Telkom dormitory inside campus. Partnering 50 local brand, telyumarket.com is more than online directory, they brought you the store.

Key Words: Online, retail, cash on delivery, local brand

TABLE OF CONTENT

EXECUTIVE SUMMARY i

BAB I MARKET ANALYSIS 1

I.1 Market Needs 1

I.2 Product Definition 2

I.3 Product Value 2

I.4 Business Type 2

I.5 Strong Point 2

BAB II BUSINESS ANALYSIS USING MICHAEL PORTER’S FIVE FORCES MODEL 3

BAB III MARKET SEGMENTATION, TARGETING, POSITIONING 4

III.1 Segmentation 4

III.2 Targeting 4

III.3 Positioning 4

III.4 Differentiation 5

BAB I

MARKET ANALYSIS

I.1 Market Needs

* Market...