Moh.

Fajar Sidik (120310190061)

Erica Dewi Damayanti (120310190062)
Courses: Business

Tokopedia is a startup business that has become one of the applications included in
unicorn Indonesia. Tokopedia has been known by the general public of Indonesia and has
become a trend in the Indonesian market, namely online business. In a company, there is
certainly always a level of corporate organization. Starting from the CEO to the staff, and
certainly, in the organization, there are managers who oversee several divisions. At the manager
level, there are HRM (Human Resource Management), Operations, Marketing, and Finance. We
will discuss how these four aspects can improve in this Tokopedia company.
1. HRM (Human Resource Management)
2. Operation Management
3. Marketing Management
Functional strategies in marketing explain the planning of segmenting,
targeting, and positioning of the company. Following is an analysis of Tokopedia's
functional marketing strategy.
Tabel 1 : Segmenting 1

Age 1-60 years

Girl
Gender
Man

Student (elementary-high school)

College student
DEMOGRAPHIC Housewife
Occupation
Government employees
Private employees
Employee

Generation X
Generation Millennial Generation
Generation Z
 Country Region Indonesia

Urban
Density
GEOGRAPHY Sub Urban

Big city
City Size Megapolitan
Metropolitan

Lower-Middle
Social Class
Middle

PSYCHOGRAPHIC Official event activities

Daily activities
Lifestyle
Sports
Adventure

Quality
Benefit
Strong / durable

BEHAVIOUR Non user

First time user
User Status Regular user
Potential user
Ex-user
 Tabel 2 : Segmenting 2

Segmen 1 Segmen 2 Segmen 3 Segmen 4 Segmen 5

Indonesia
City-metro-
Indonesia Indonesia Indonesia Indonesia
mega
City-metro- City-metro-mega City-metro-mega City-metro-mega
Urban-sub-
mega Urban-sub-urban Urban-sub-urban Urban-sub-urban
urban
Urban-sub- 26-38 years old 39-51 years old 52-60 years old
13-25 years
urban Male Female, Male Female, Male Female,
Male Female,
1-12 years Work, Work, Work,
Work,
Male Female, Gene Millenials, Gene Millenials, Gene Millenials,
Alpha-Gen
Student, Gen Z, Gen X Gen X Gen X
Milenials
Lower-Middle Lower-Middle, Lower-Middle, Lower-Middle,
Genes,
Official event Middle, Official Middle, Official Middle, Official
Lower-Middle,
activities -Daily event activities event activities event activities
Middle, official
activities- -Daily activities- -Daily activities- -Daily activities-
event activities
Sports- Sports- Sports- Sports-
-Daily activities-
Adventure, Adventure, Adventure, Adventure,
Sports-
Quality-Strong / Quality-Strong / Quality-Strong / Quality-Strong /
Adventure,
Durable, Non Durable, Non Durable, Non Durable, Non
Quality-Strong /
user-First time user-First time user-First time user-First time
Durable, Non
user-Regular user-Regular user-Regular user-Regular
user-First time
user-Potential user-Potential user-Potential user-Potential
user-Regular
user-Ex-user user-Ex-user user-Ex-user user-Ex-user
user-Potential
user-Ex-user

Of the various segments served by Tokopedia, Tokopedia focuses on targeting segments

1, 2 and 3.
Tabel 3 : Targeting

Segmen 1 Segmen 2 Segmen 3

 Indonesia
Indonesia Indonesia
City-metro-mega
City-metro-mega City-metro-mega
Urban-sub-urban
Urban-sub-urban Urban-sub-urban
13-25 years
1-12 years 26-38 years old
Male Female,
Male Female, Male Female,
Student-Working,
Not yet working-Student, Work,
Alpha-Gen Millenials,
Gen Z, Lower-Middle Genes Millenials, Gen X
Lower-Middle,
Official event activities Lower-Middle, Middle,
Middle, official event
-Daily activities-Sports- Official event activities -Daily
activities -Daily activities-
Adventure, Quality-Strong / activities-Sports-Adventure,
Sports-Adventure, Quality-
Durable, Non user-First Quality-Strong / Durable, Non
Strong / Durable, Non user-
time user-Regular user- user-First time user-Regular
First time user-Regular user-
Potential user-Ex-user user-Potential user-Ex-user
Potential user-Ex-user

If categorized, targeting Tokopedia, that is selective specialization.

Tabel 4 : Targeting : Selective Specialization

Segmen Segmen Segmen

1 2 3
Children Teenager Adult
P1
Children's clothes, school uniforms, school shoes,
backpacks, toys, stationery, accessories, etc.
P2
Casual clothes, casual shoes, backpacks, stationery,
accessories, etc.
P3
Formal-casual clothes, formal-casual shoes, office bags,
laptop bags, stationery, accessories, household supplies,
etc.

Positioning Tokopedia:
Tokopedia is an e-commerce company that provides various types of products of the
highest quality in the market but at prices that can be reached by various groups of people.
4. Finance Management
The e-commerce company Tokopedia experienced a surge in transactions
from 2018 to 2019. The increase in transactions is predicted to reach three times the
transaction value in 2019. During 2018, Tokopedia's GMV (Growth Merchandise
Value) has succeeded in breaking through the Rp 73 trillion figure. This value is
estimated to rise to Rp 222 trillion in 2019, equivalent to 1.5 percent of the
Indonesian economy. For a direct impact on the Indonesian economy in 2018,
Tokopedia has contributed IDR 58 trillion. That number is predicted to increase to Rp
170 trillion in 2019. This direct economic contribution from Tokopedia does not only
occur on the island of Java. But it also contributed greatly to moving the regional
economy, such as in North Sulawesi Rp 160 billion, Aceh Rp 262 billion, East
Kalimantan Rp 933 billion, North Sumatra Rp 2.79 trillion, and Bali Rp 822 billion.
In addition to the direct impact on the Indonesian economy, Tokopedia also
contributed to the total household income of Rp. 19.02 trillion. Equivalent to an
increase in income of Rp 441 thousand for each Indonesian workforce.
This is the process of investors saving their investment to Tokopedia. 2009,
Tokopedia was first established by two friends, William Tanuwijaya as CEO and
Leontinus Alpha Edison as CTO and COO on February 6, 2009. On August 17, 2009,
the site Tokopedia (dot) com officially launched. When it was first established,
Tokopedia has positioned itself as an e-commerce marketplace that allows any
individual or business owner to open and maintain an online store on the Tokopedia
platform. Tokopedia's vision is where one can start and find anything. That is why the
tagline #Mulaiajadulu becomes their mainstay campaign. Tokopedia's initial funding
came from PT Indonusa Dwitama, a company engaged in the business of information
technology and the internet, financial services, mineral resources, and energy. 2010,
After nearly a year of existence, Tokopedia has succeeded in reaching the
accumulated velocity of money transactions on their site, which has exceeded the Rp
1 billion mark at the beginning of 2010. Achievement of these achievements also
brought other investors to invest in Tokopedia. East Ventures, a venture capital
company based in Singapore, invested in Tokopedia through the purchase of part of
the company's shares. East Ventures and Tokopedia do not reveal how much the
investment value of this A series of funding. With the inclusion of East Ventures in
Tokopedia, they participated in filling the board of directors and commissioners along
with Victor Fungkong and Yohana Fran from PT. Indonusa Dwitama.
2011, Investment funding for Tokopedia continues. In 2011, venture capital
company CyberAgent Venture poured 700 thousand US dollars or around Rp 10.2
billion in series B funding. This investment made CyberAgent get 10 percent of
Tokopedia's shares. There was no change in management structure after CyberAgent
invested, Tokopedia was still led by William and Leontinus. 2012, In the third year,
Tokopedia received another investment. This time, they got a number of fresh funds
from a Japanese venture capital company, Beenos Partner, formerly named Netprice,
Ltd. Nominal series C funding from Beenos Partner for Tokopedia was not revealed.
2013, Investment is coming again for Tokopedia. Led by venture capital firm
Softbank Ventures Korea, together with CyberAgent Ventures and East Ventures, is
conducting series D funding for Tokopedia. The nominal of this agreement was not
revealed by Tokopedia or SoftBank. 2014, Tokopedia is getting bigger and e-
commerce business competition becomes tight because new players emerge. In this
fifth year, Tokopedia received an E series funding led by Softbank Telecom Corp
along with Sequoia Capital and Softbank Ventures Korea. The investment value
reaches 100 million US dollars or around Rp 1.4 trillion. This figure is one of the
biggest investments at that time for startup funding in Indonesia. In this year too,
Tokopedia finally achieved Unicorn status, a title for startups whose valuations had
reached the US $ 1 billion.
2016, In April 2016, Tokopedia received funding for the E series. This e-
commerce site received funds of 147 million US dollars or around Rp 2.1 billion.
Tokopedia does not reveal who the investors who injected the funds into them,
because the terms and conditions are anonymous. 2017, Right on the company's 8th
birthday, Tokopedia announced it had received an injection of fresh funds from the
Alibaba Group. The nominal value of the F series funding reached 1.1 billion US
dollars or around Rp 16 trillion. These investments have further strengthened
Tokopedia's business not only in Indonesia but also in the Southeast Asian region.
2018, In November 2018, Tokopedia reportedly managed to raise a new investment
fund of 1 billion US dollars from several old investors. One month later, on
Wednesday (12/12), Tokopedia confirmed the new funding. In an official statement,
Tokopedia announced it received an injection of new funds of 1.1 billion US dollars,
or around Rp 16 trillion. This funding was led by SoftBank Vision Fund and Alibaba
Group, with the participation of Softbank Ventures Korea and several previous
Tokopedia investors. With this new fund injection, Tokopedia's valuation is predicted
to rise to 7 billion US dollars or around Rp 102 trillion.