DESIGNING A GO-TO-MARKET STRATEGY IN ENTERING THE ELECTRIC VEHICLE REPAIR MARKET IN INDONESIA TO INCREASE NEW CUSTOMER ACQUISITION
CASE STUDY : PT. APMS
Abstract
This study aims to develop a go-to-market strategy for PT. APMS in entering the electric vehicle body repair service market in Indonesia. This study uses a qualitative method with primary data collection through semi-structured interviews with key stakeholders such as company management, suppliers and customers, as well as secondary data such as academic literature and industry reports. External analysis is carried out using the PESTEL and Porter's five forces frameworks, then internal analysis is carried out using the Value chain and VRIO frameworks. The (STP) segmentation, targeting and positioning approach, value proposition canvas and 7Ps' marketing mix are used to design an effective go-to-market strategy. The results of the study indicate that the electric vehicle market in Indonesia is expected to continue to grow, thus becoming an opportunity for PT. APMS to develop, PT. APMS has competitive advantages such as a strong reputation and network of relationships. The proposed go-to-market strategy includes selecting the right market, understanding customer needs, developing appropriate products, selecting effective channels and an integrated multi-channel marketing system.
References
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Friedman, L. G. (2002). Go-to-market strategy: Advanced techniques and tools for selling more products to more customers more profitably. Butterworth-Heinemann.
Goi, C. L. (2009). A review of marketing mix: 4Ps or more? International Journal of Marketing Studies, 1(1), 2–15. https://doi.org/10.5539/ijms.v1n1p2
Hashim, N., & Hamzah, M. I. (2014). 7P’s: A literature review of Islamic marketing and contemporary marketing mix. Procedia - Social and Behavioral Sciences, 130, 155–159. https://doi.org/10.1016/j.sbspro.2014.04.019
Henry, A. E. (2018). Understanding strategic management (illustrated ed.). Oxford University Press.
Knott, A. M. (2015). Does VRIO help managers evaluate a firm’s resources? Management Decision, 53(8), 1806–1822. https://doi.org/10.1108/MD-08-2014-0536
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. Wiley.
Pangarkar, N., & Prabhudesai, R. (2024). Using Porter’s Five Forces analysis to drive strategy. Global Business and Organizational Excellence, 43(5), 24–34. https://doi.org/10.1002/joe.22250
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 78.
Porter, M. E. (2001). The value chain and competitive advantage. In D. Barnes (Ed.), Understanding business: Processes (pp. 50–56). Psychology Press.
Pyrgou, A., Panayiotou, P., Kapetanios, C., & Nicolaides, K. (2024). Measuring the sustainability of electric vehicles in Cyprus using PESTEL analysis. Case Studies on Transport Policy, 18, 101297. https://doi.org/10.1016/j.cstp.2024.101297
Setyoko, A. T., & Nurcahyo, R. (2023). A strategy comparison between the Korean and Chinese automotive industries in the Indonesian electric market using Porter’s Five Forces model. Proceedings of the 2023 International Conference on Industrial Engineering and Engineering Management (IEEM), 1614–1618. IEEE. https://doi.org/10.1109/IEEM58616.2023.10406978
Wang, F. (2024). Analysis of home furnishing marketing based on Internet of Things in the intelligent environment. International Journal of Ambient Computing and Intelligence, 15(1). https://doi.org/10.4018/IJACI.348964
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Copyright (c) 2025 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
