Positioning Strategies of

Bertumbuh Creative in
E-Commerce B2B Service
markets

Rangga Pijar Adhyaksa

29323544
1.3 Business Landscape &
Background

The nature of digital agencies in Indonesia is characterized by their role as intermediaries that bridge the gap between
businesses and the digital ecosystem. These agencies offer specialized services that range from creating digital
marketing strategies, managing social media platforms, executing paid advertising campaigns, to developing websites
and optimizing them for search engines.

The digital agency landscape in Indonesia is booming due to a growing digital economy and increasing internet
penetration, creating substantial opportunities for agencies to offer services like SEO, social media management, and
online advertising. However, this promising market is also highly competitive, with many new entrants and businesses
developing in-house teams.

Challenges include the rapid pace of technological change, which demands constant investment in new tools and
skills, and a shortage of skilled talent that makes recruitment and retention difficult. Agencies also face pressure to
deliver measurable results and high ROI while navigating ad fatigue and consumer trust issues. Success in this
dynamic environment requires balancing innovation with ethical practices and finding ways to differentiate in a
crowded market.
1.2 company profile

Bertumbuh Creative
Bertumbuh Creative is a Surabaya-based Digital & Creative Agency with
over two years of experience across a variety of services, including
digital advertising, social media marketing, motion graphics, video
production, strategic campaigns, visual graphics, and branding.

Their approach focuses on delivering impactful brand experiences

through innovative conceptual thinking, aimed at uncovering the
unique path of each brand they work with.

At its core, Bertumbuh Creative is dedicated to crafting captivating

narratives that not only resonate but also create new experiences for
brands in a competitive business landscape. Through brand vision,
strategic positioning, and innovative strategies, the agency empowers
businesses to develop a unique identity that captivates their audience.
Bertumbuh’s value creation focuses on delivering extraordinary creative
approaches, affordable 360° solutions, and data-driven support to
generate both economic and social value for their clients.
1.3 Business issues
1.3.1 Description of business issue
Bounded Revenue Rigid and Linear
Generation Model Business Process

The rapid product life cycle of these services,

coupled with shifting market demands towards hard
market funnels focused on sales, has impacted our
financial performance. Its, depicted on the chart in Moreover, our business processes are overly linear,
August-September, the revenue we get decreased consisting of five sequential steps that rely heavily on time
while the cost driver, which is dominated by boxes. This linear approach, reminiscent of
salary remained the same, this has an impact on manufacturing processes, causes team exhaustion and
small margins. limits our ability to innovate. As a result, our efficiency is More detailed blueprint :
compromised, and we struggle to adapt to new market https://miro.com/app/board/uXjVK
Our current pricing model, based on monthly
trends and improve our service delivery. cq5lXI=/?share_link_id=301234822
packages and 6-month contracts, has led to a
low leverage in cash flow and revenue, as we can 304
only handle 8-11 projects per month despite our
team's capacity to manage up to 15 projects.
Try to Diversifying
Product

Bertumbuh Creative diversifies into livestream

hosting services and retailing short personal
content, key business issues will include
understanding market demand and aligning the
new services with client needs, particularly in
the B2B sector.

It will need to assess whether its current

resources and team have the capacity and
expertise to manage these services, while also
developing appropriate pricing and monetization
models.

Additionally, maintaining strong brand

cohesion, differentiation from competitors,
and investing in the necessary technology
and infrastructure will be crucial for successful
execution and scalability.
1.3.2 Fishbone (Ishikawa)
 1.3.3 Rich Picture

Training Center ROI, market growth. Review

performance and strategic
growth.
Relevance to skill Commerce Merchant
development.Offer Talent
courses on content Institution
Investor and other
creation using the E-commerce
shareholder
platform. integration,
cost-effectiveness. Host
University/School product demos, engage
Talent
customers via live
Student access and skills
Supply streams.
relevance.Implement Internal Marketing
Potential
tools in classrooms and and
Managers
Strategy Customer Big company
workshops.

Pricing Security, customization,

Strategy scalability. Use for
corporate events, partner
Direct
for custom solutions.
Competitor Manager and
External BOD
Factors
Execution, risk SMEs
management.Oversee strategy
Market share implementation, manage
loss.Monitor and adjust teams.
offerings competitively. Affordability, ease of
use. Use for marketing;
seek training and
support.
1.3.3 Stakeholder Analysis

Stakeholders What interests? How affected Capacity? Motivation? Possible actions to address
by the issue? stakeholder interests
SMEs Want affordable and accessible Limited resources, motivated by Offer affordable, simplified live
live streaming tools to promote gaining new digital customers. streaming packages designed for
their products and services. SMEs.

Training Centers Interested in providing relevant Moderate capacity, motivated by Partner to offer certification
training on using live streaming increasing trainee employability. programs on video content creation
and video creation tools. and streaming.

Universities/Schools Seek to equip students with High capacity, motivated by Offer student-oriented workshops
digital skills for the growing improving student career prospects and partnerships with media courses.
demand in content creation and supplies the human resources
industries.
Investors & Concerned with how live High interest, motivated by high Demonstrate market demand and
Shareholders streaming and video content growth potential in the digital space. ROI for these services through
services will boost revenue and strategic partnerships and growth
market share. forecasts.
Managers and BOD Responsible for executing the High capacity, motivated by achieving Ensure internal alignment and
diversification plan for live business growth targets and training for the new service offerings.
streaming and video content competitive positioning.
services.
Competitors Likely to adjust their offerings High capacity, motivated by Monitor competitive offerings and
or pricing to respond to the maintaining market share and continuously innovate to stay ahead
company’s new services. responding to customer demands. in the market.
1.4 Research Question & Objective 1.5 Research Scope and Limitation

The study focuses on developing a positioning strategy for

“How is the situation of “What strategy Bertumbuh Creative using the Mensah’s B2B Positioning in
Bertumbuh Creative in recommendation could Service Market and elaborate with other literature
B2B service E-commerce company do to frameworks , applying insights through the Five Strategy
markets?” Diamond framework. It also proposes platform feature
positioning in B2B service improvements to help Bertumbuh remain it positioning in
e-commerce markets?” the e-commerce b2b service markets.. Data sources include
primary data from interviews and secondary data from
reliable online sources, research articles, journals, books,
and other references.
To analyze current business To provide actionable
situation from Bertumbuh strategy recommendations
Creative in B2B e-commerce to positioning in B2B
industries e-commerce industries
2.1 theoretical foundation

2.1.1 Underlying Theories

This research will be grounded in foundational business strategy theory. Given the
research questions aimed at analyzing the current business environment of Bertumbuh
Creative within the B2B e-commerce sector and providing actionable strategy
recommendations for positioning in this space, the study will employ positioning strategy
theory from Mensah Agyei (2002), aligned with a broader business strategy framework.
This theory was selected to align with the internal and external assessment criteria relevant
to positioning strategies within the B2B service market.

Additionally, the study will draw on the theory of value creation in e-business from Amit &
Zott (2001) to address value creation in the context of Bertumbuh Creative’s background in
the e-commerce industry. To formulate these strategies into an implementation plan, the
diamond strategy framework will be utilized.
 2.1.2 Table of the previous theses

No. Author Title Research Question Main Variables/Concept Finding/Proposed

Business Solution

1. Geothermal Licensing:
Indonesian electrification
goals require companies to
obtain non-transferable
geothermal licenses, conduct
exploration, and meet tender
regulations.

Licensing Challenges:
Companies face competition
in tenders, cannot negotiate
prices, and must show
1. How is the business financial stability to gain
situation of PT EDC government support.
Indonesia?
2. What are the Strategy for PT EDC
challenges that Indonesia: An Intensive
company would face Strategy is recommended,
focusing on building its own
during acquiring
plant to strengthen market
Business Strategy geothermal license? position.
Recommendation of PT 3. What strategy could
EDC Indonesia to Survive in company use to win
Ariani Geothermal Tender Stage the tender?
 2.1.2 Table of the previous theses

No. Author Title Research Question Main Variables/Concept Finding/Proposed

Business Solution

2. Need for Congruence:

Effective B2B positioning
aligns seller and buyer
perspectives, unlike B2C,
which focuses solely on
consumer preferences.

Emphasis on Value:
Competition influences B2B
positioning, but
value—balancing quality and
price—matters more than
price alone.

1. how positioning Framework for Competitive

strategies in B2B Advantage: A B2B positioning
markets are shaped framework highlights
when both selling alignment between seller
firm and customer intentions and buyer
firm factors are perceptions for sustained
considered together success.
instead of
Mensah Agyei, Franklyn Positioning for B2B Service separately?
Manu, Stanley Coffie Market
2.1.2 Table of the previous theses

No. Author Title Research Question Main Variables/Concept Finding/Proposed

Business Solution

3.
Target Market Focus: The
business model should focus
on underserved small
retailers, communities, and
direct-to-consumer segments
● What are the to ensure precise market
primary factors alignment.
contributing to the
decline in Value Proposition: The value
proposition should leverage
performance in
four key sources of value
ULA's B2B creation: novelty, lock-in,
e-commerce sector? supply chain efficiencies, and
● What are the key complementarity, optimizing
sources of value for customer satisfaction and
creation within ULA's operational scale.
B2B e-commerce
Holistic Innovation: The
that drive business
business model should
model innovation? consider the broader
● What innovative ecosystem by applying
business model can systemic and holistic thinking,
ULA B2B ensuring that innovation
Business Model Innovation e-commerce adopt addresses competition,
revenue generation, and
with Value Creation to ensure future
profitability.
Muhammad Andira Approach in B2B sustainability?
Barmana e-commerce
2.1.3 Conceptual Framework
Internal Assessment
(Selling Firm)

B2B Positioning
Source of Value Creation in E-business
●
Strategies
● Novelty
● Efficiency Area of Congruence
● Complementaries Diamond Strategy
● Lock-in Framework
● Marketing Positioning Variables ● Quality ● Staging
● Quality ● Price/Values ● Arena
● Price/Values ● Service Employees ● Vehicle
● Service employees ● Network and Relationship ● Differentiators
● Digitalization ● Competitiveness ● Economic Logic
● Network and relationships
● Resource Based View
● Tangible (financial, Organizational,
Material, Technology resource)
● Intangible (Reputation)
Existing
Condition
Environment
External Assessment This framework primarily uses the conceptual framework of
(Buying Firm & Market) business strategy from Ariani (2016) to use the indicator assessment
used using a combination of the theory of positioning strategies B2B
● PESTEL services market from Mensyah Agei et.al (2022) and Value creation
● Politics, Economy, Social, Technology,
in e-business from Amit & Zott (2001) which have elaborated their
Environment, Legal
● Competitor Analysis components with the context of this research, namely positioning
Top Management
●
strategies.
● Vision and Mission
● Image and Reputation
Buying Centre
●
● Quality
In addition, to implement and formulate positioning strategies from
● Past Performance the results of the assessment, 5 diamond strategy frameworks are
● Price/Values
used which can then be translated into an implementation plan.
● Service Employees
● Delivery Time
● Network and relationship
3.11Research Design

Business Issue

Data Collection
Internal Assessment
(Selling Firm)
Existing
B2B Positioning Implementation
Research Objective Condition Area of Congruence
Environment Strategies Plan
External Assessment
(Buying Firm & Market)
3.1.2 Research Methodology (Data)

The research used the data by using qualitative research

methodology for composing this research. The
methodology explained below:

Primary Data: Secondary Data:

Observation : In this final project, observation is Literature Review and References: to support
used for analyzing external environment of primary data, published literature and references
business, market condition and competitor assisting to analyze and give understanding of the
analysis. Observation can give company a reflection situation. Information are collected from literature
from their business environment and market reviews, published journals, and other sources
condition. from Internet.

Interview : use to obtain relevant and

information needs about company business and
industry. The interview involve with the CEO,
COO, CMO, CFO and some of employee in
Bertumbuh Creative also representative clients
and partners of Bertumbuh Creative that has
tested and used the new services of Bertumbuh
Creative