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 PORTERS FIVE FORCES MODEL.....3
BAB III MARKET SEGMENTATION, TARGETING, POSITIONING....................................4
III.1 Segmentation........................................................................................................................4
i

III.2 Targeting...............................................................................................................................4
III.3 Positioning............................................................................................................................4
III.4 Differentiation......................................................................................................................5

BAB I
MARKET ANALYSIS

I.1 Market Needs

Market Need
Needs of consumers in this market is online retail store serve goods delivery and
delivery on cash without waiting or spending time and cost for coming to the store

since consumers barrier is distance and time.

Market Wants
Habits of Indonesian people who tend to want something practical, wanted
something easy to obtain and purchase, but in shopping they also take shopping
experience as their consideration. In Online retail store, customers also need

customer experience in choosing and receiving goods ordered.

Demands
When more and more students has internet connectivity and has less time to shop,
demand on online retail will be increasing. Online shopping now becoming
Indonesian youth trends since most of their time is for social life or study.
Moreover if telyumarket.com can also has mobile application so each goods could
be bought from that application.
Demand also come from local brand around Telkom University, they can sell more
products without considering special delivery division.

I.2 Product Definition

Telyumarket.com could define as online retail store in Telkom University Area
with delivery service. For about 24,000 university students, who need fast moving
consumer goods, stationary, and foods, telyumarket.com provide those product and will
deliver it right in front of your door. Telyumarket.com is better than offline retail store
because we put experience in choosing the product at our website/apps by numbers of
persons who choose typical product so it will give you some reference and experience in
receiving the product which will be delivered packed using gift-wrapping plastic to make
it even more special. Telyumarket.com will require consumers to registered since
transaction is by cash-on-delivery which paralelly could be use for consumer database.
I.3 Product Value and Value Proposition
Telyumarket.com promise products availability, great graphics and effect for choosing
product experience through website and apps, in prompt product delivery, payment by cash on
delivery and product packaging in gift-wrapping plastics. Those services hopefully will place
telyumarket.com as a personal caring online retail store in Telkom University.

I.4 Business Type

Telyumarket.com is classified as online retail store. Eventhough its only covers telkom
university area, the order delivery done online.
I.5 Strong Point
Our strong points which makes our customer choose our product are:
-

We are the most complete online retail store in Telkom University Area

We are the first retail store with delivery service

We are the first retail store which deliver product and wrap it using gift-wrapping plastic
which will touch most university students
We highly believe that costumer will do the repeat order due to :

We will send promo notifications by sms to remind every customer which tried our product

We create easy shopping habbits through website and apps which will be trending topic and
people will proud to buy our product

BAB II
BUSINESS ANALYSIS
USING MICHAEL PORTERS FIVE FORCES MODEL
II. 1 THREAT OF INTENSE RIVALRY
Threat of rivalry in retail store is intense, but for online retail store the rivalry especially in
Telkom University is none, since telyumarket.com is the first online retail store in Telkom
University area.
Therefore to facing this threat, telyumarket.com eventhough already start ahead they should keep
the relationships with customer. It can be done using membership card, award for most
frequent member and merchandise for frequent member.
II.2 THREAT OF NEW ENTRANTS
Threat for new entrants is moderate due to telyumarket.com is the first online retail store,
competitors might need to learn the business model first. But we quite sure that opening online
retail store needs a good system that takes at least about a year to prepare. In facing this threat,
telyumarket.com should safe the position by innovating technology for their mobile apps and
launch it as soon as possible. Being ahead will putting high barriers for new entrance.
II.3 THREAT OF SUBSTITUTE PRODUCTS
For telyumarket.com substitute products might be closest retail store nearby students dorm
location. But since students dorm are spread out it might be hard to open in all area. Available
store is only mom and pop (warung). It means that substitute product threat might be high. While
substitute products might threatened telyumarket.com, they need to also expand in various
number of product sell in their store so substitute might only threatened for special product.
II.4 THREAT OF BUYERS GROWING BARGAINING POWER
The threat of buyer;s growing is low to medium and it will increase by date since university
students get monthly money from their parents and mostly receive around date 25 until 5 of
the month. At the end of the month, telyumarket.com could give a high promotion so threat of
buyers bargaining power could be faced.
II.5 THREAT OF SUPPLIERS GROWING BARGAINING POWER
The threat of suppliers growing bargaining power is high especially if taking cost value. We
highly depend on suppliers cost.

BAB III
MARKET SEGMENTATION, TARGETING, POSITIONING and
DIFFERENTIATION

S o c ia l C la s s

III. 1 SEGMENTATION
Telyumarket.com is segmented at middle up social class but it also possible some of lower social
class will be part of the customer segment considering in time value.

Middle
Lower

TELYUMARKET.COM

Upper

Telyumarket.com Market Segmentation

Geographic
Customer will come from Telkom University students staying or studying nearby Telkom
University.

Demographic
Customers are man and woman ranging from 18-30 years old who could be
undergraduate or graduate students of Telkom University

Behavioral
Customers are students living in a dorm or boarding house usually last minute person
which need goods in exact time.

Psychographic
Customers mostly come from experinces psychographic group but it is high possibility to
come from other groups

III.2 TARGETING

Telyumarket.com Target Market are Customer from middle high income which come
from Telkom University students staying or studying nearby Telkom University moreover
who are from experiences psychographic and staying at dorm.
III.3 POSITIONING
i

Telyumarket.com would like customer to positioned them as first choice in buying daily needs
without waiting in Telkom University area.
III.4 DIFFERENTIATION
Telyumarket.com differentiation is the first online retail shop in Telkom University with delivery
and cash on delivery type of transaction.