STUDENT ASSESSMENT SUBMISSION AND

DECLARATION
When submitting evidence for assessment, each student must sign a declaration confirming that
the work is their own.
Student name: Assessor name:

Millentya Jayasakti (Sakti), Samuel Nelson (Nelson), Ryan Tobing (Tobing) Yossy Adrianto

Submission date: Submitted on: Term:

Programme: Marketing Insights and Analytics

Unit: Research Writing Learning Outcome:

LO1: Elaborate thoughts and ideas in an
organised writing
LO2: Conduct research and avoid plagiarism

Assignment number and title: Assignment 2 : Writing a Marketing Analysis Report on betawithYou

Plagiarism

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who
break the rules, however innocently, may be penalised. It is your responsibility to ensure that you
understand correct referencing practices. As a university level student, you are expected to use
appropriate references throughout and keep carefully detailed notes of all your sources of materials for
material you have used in your work, including any material downloaded from the Internet. Please consult
the relevant unit lecturer or your course tutor if you need any further advice.
Student Declaration

Student declaration

I certify that the assignment submission is entirely my own work and I fully understand the
consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.

Student signature: Date:

Millentya Jayasakti Ryan Tobing Samuel Nelson

Pearson Education
Higher Education Qualifications
Company Profile

BetawithYou, established in 2022 by M. Jaya Sakti and Samuel, is a modern learning

application that is dedicated to preserving and promoting Indonesia's rich cultural
heritage, especially among the younger generations. The Company’s mission is to
make learning about Indonesia's cultural traditions accessible, interactive, and
engaging. BetawithYou understand that the younger generations are the key to
preserving Indonesia's cultural heritage for future generations. That's why the company
created a learning application that combines traditional educational methods with
modern technology to make learning about Indonesia's cultural traditions fun and
accessible.

BetawithYou’s products and services aim to showcase Indonesia's diverse cultural

traditions and handicrafts. BetawithYou helps preserve traditional techniques and
promote sustainable livelihoods through modern-day technologies by partnering with
local communities and artisans. BetawithYou has partnered with four renowned local
artisans, mainly the brand: Nizar Moslem Wear, Betawi Banget, Manda Pottery and
Satusa Shoewear. BetawithYou learning application features a wide range of content,
from interactive lessons and quizzes to virtual tours and cultural events. The application
content is designed to appeal to learners of all ages and covers everything from
traditional values and music to indigenous handicrafts and cuisine; the addition of
games and a cultural map has also become one of the application’s strong USPs.

BetawithYou is committed to working with local communities and cultural organizations

to ensure that the company’s content accurately represents Indonesia's cultural heritage
and promotes cultural understanding and diversity. Join BetawithYou on a journey of
discovery and learning about the rich cultural heritage of Indonesia in a fun and
interactive way. Help us preserve and promote Indonesia's cultural heritage for future
generations.
BetawithYou Team Structure

Betawithyou team profile (BetawithYou, 2023).

Sakti's vision and concern for Indonesia's cultural fading, particularly among the
younger generations, inspired betawithYou to begin their organizational journey. During
a meeting in their business class. Sakti met Nelson, who shared Sakti's concerns and
goals. Both of them would later form a team with Sakti as the head of operations, team
leader, and CEO, Nelson as the Marketing team leader, and Ryan, a fellow Computing
student who would later be the head mobile app developer and Research development
team of BetawithYou. Their incredible collaboration and teamwork paved the way for
winning an award for best business idea and presentation from their College Uni Sadhu
Guna and HIPMI (Himpunan Pebisnis Muda Indonesia) on February 4th, 2023. Despite
the fact that BetawithYou's journey has only just begun, and the award is only the
beginning of the BetawithYou Corporate Journey.
Betawithyou team was awarded the best business idea award (BetawithYou, 2023).

Betawi Inspired Products

BetawithYou Products Portfolio Background

Preserving Indonesia's rich cultural heritage is important because it helps to maintain

the country's unique identity, promote cultural diversity, and pass down traditions and
knowledge to future generations. In today's fast-paced and increasingly globalized
world, finding new and innovative ways to preserve cultural heritage is important,
especially for the younger generations who are growing up in a technology-driven world.
Younger generations are more susceptible to cultural fading because they may not have
the same exposure to or connection with traditional cultural practices and beliefs as
older generations and may be more influenced by changing cultural norms and values
brought on by globalization and technology (UNFPA, 2008).

Creating a mobile application to support cultural preservation is a strategic move, as it

provides a platform for younger generations to learn about and engage with Indonesia's
cultural traditions in a way that is accessible and interactive. A mobile application allows
learners to access a wealth of information and resources anytime, anywhere (Pundir,
2020). Moreover, incorporating modern technology and innovative teaching methods will
help to make the learning experience more engaging and memorable.

In conclusion, preserving Indonesia's cultural heritage is important, and creating a

mobile application to support cultural preservation is necessary to ensure that
Indonesia's cultural traditions are passed down to future generations. Indonesia is
viewed as a cultural hotspot by tourists and other countries, and it is imperative that its
rich cultural heritage be preserved, or else this cultural gem may be lost forever to future
generations (Indonesia Design, 2020). The younger generations are the future, and it is
essential that they have the opportunity to learn, appreciate, and preserve the rich
cultural heritage of Indonesia. This concern is what drives the BetawithYou team to
create their application products portfolio, which includes: Integrated learning
applications, an interactive cultural map and games, and a cultural marketplace.
#1 BetawithYou Integrated cultural Learning Application

Betawithyou’s first product line for cultural learning (BetawithYou, 2023).

Learning a cultural language, such as the traditional languages spoken in Indonesia, is

a great opportunity for younger generations as it helps to preserve and promote the
country's cultural heritage, strengthens their connection to their cultural roots, and
enhances their understanding and appreciation of their cultural traditions (Hafecs
Indonesia, 2022).

BetawithYou's first product line included an integrated language learning application in

which users could select the appropriate level of difficulty, each with questions about the
cultural language they wanted to learn. The application currently supports learning the
Betawi language in beta version, with upcoming features to expand upon the Javanese
and Sundanese languages. BetawithYou wanted to provide cultural learning aimed and
catered toward the younger Indonesian generations through this first product line. The
BetawithYou team also provided an in-app currency called BetaCoins, which could be
used to redeem and get special offers, vouchers, and discounts in their in-app
application based on the use and engagement with this cultural learning application.
#2 BetawithYou Cultural Map Support SMMEs

Betawithyou’s second product line cultural map and interactive games (BetawithYou,
2023).
Supporting local SMMEs in Indonesia is important as they play a crucial role in the
country's economic growth and development, providing employment and driving
innovation. According to data from Invest Indonesia, SMMEs contribute up to 60% of
Indonesia's GDP and employ over 100 million people (Invest Indonesia, 2022). Thus,
supporting local SMMEs helps to build a stronger and more sustainable economy for
the country. Adding interactive games and features will also help attract younger
generations to use mobile applications and invest more time in BetawithYou cultural
preservation campaigns.

The company hopes to provide an interactive way to spread cultural knowledge and
support the government's effort to create a more literature-driven society through the
BetawithYou second product line. This feature includes a trackable geolocation API that
tracks the user's walking and physical activities; additionally, the application could send
a notification whenever users pass by a specific cultural hotspot, such as a museum or
BetaSpot (Local Partners). Users can earn BetaCoins by participating in in-game
activities such as posting photos, reviewing locations, and purchasing products in
BetaSpot. This effort is also being made to assist local SMEs that have partnered with
BetawithYou in increasing their engagement and traffic.
#3 BetawithYou BetaBlog, BetaMarket and Harta Karun

Betawithyou’s third product line BetaBlog, BetaMarket and Harta Karun

(BetawithYou, 2023).

BetawithYou believes creating an outlet to help Small and Medium Enterprises

(SMMEs) in Indonesia is important. Firstly, SMMEs play a significant role in the
country's economy by creating jobs, driving innovation, and contributing to the country's
Gross Domestic Product (Invest Indonesia, 2022).

Secondly, by providing SMMEs with a platform to showcase and sell their products and
services, we can help to promote their businesses and provide them with access to new
markets and customers. This can positively impact their revenue and growth and,
ultimately, contribute to the growth and development of the country's economy.
Moreover, supporting SMMEs helps to promote entrepreneurship and create a culture of
innovation in Indonesia. By providing access to resources and support, SMMEs are
more likely to succeed and grow, which can create new businesses and job
opportunities.

In addition to all of that BetawithYou also provide an outlet for cultural-related news
called the BetaBlog; Betablog itself is open source, meaning people could contribute
and could create a thread or blog themselves. Joining as a BetaBlog partner will reward
users with exclusive badges, features and BetaCoins rewards; each month, a
competition will be held to choose the top 10 BetaBlog contributors. Sakti the founder of
BetawithYou, answered in an interview that an open-source blog for cultural news is a
great idea the company plans to implement because it provides a platform for the
sharing of information and ideas about the cultural heritage of Indonesia, promoting
awareness and understanding of the country's rich cultural traditions, and fostering a
sense of community among those interested in preserving and promoting cultural
heritage (BetawithYou, 2023).
BetawithYou Target market and segmentation

Betawithyou’s Target market segmentation (BetawithYou, 2023).

BetawithYou Believes that having a well-defined target market and effective

segmentation strategy is crucial for the success of any business project as it allows for a
more personalized and focused approach to marketing and sales efforts, increases the
likelihood of resonating with potential customers and effectively addressing their needs,
leading to higher customer satisfaction and ultimately, increased revenue and growth for
the business.

BetawithYou Demographics
The BetawithYou demographics segmentation caters to all ages and genders, primarily those
over the age of 13 with access to their own mobile phones and devices; it is also available to
both Indonesian and international users. The application itself, as a free-to-download and-use
application, is accessible to people of all income levels, thanks to the use of smart tools and
mobile software. BetawithYou want to help the government's campaign to make Indonesia more
literary. One of BetawithYou's goals is to make the application easy to use by providing a
user-friendly interface.
BetawithYou Psychographics
The BetawithYou psychographics segmentation targets creative, eager-to-learn,
physically
active, open to new experiences, and seeking to improve themselves. The application is
open to anyone who wants to try a new and innovative way of learning about and
preserving Indonesia's incredible culture. The application is also intended to make it
easier for international and domestic tourists to plan their trips and learn more about
Indonesia's diverse culture.

BetawithYou Geographics
BetawithYou's current geographic goal is to reach the Greater Jakarta area audience.
BetawithYou believes the area is an excellent place to begin its business journey, as it is
also one of the first languages and locations the company project currently supports.
However, Sakti and Ryan Tobing, the CEO and CTO of BetawithYou, revealed in an
interview that they intend to expand their vision and mission to other cities and,
eventually, the entire country of Indonesia.

BetawithYou Behavioural
Targeting those susceptible to influencer promotions, BetawithYou free-to-download
application on Indonesia’s culture provides educational and informative content and
offers a mileage system with tons of rewards to incentivize customer loyalty and
encourage repeat usage.
BetawithYou Product Marketing Mixes (4Ps)

Understanding and having a concise marketing mix that incorporates the 4 Ps (product,
price, place, and promotion) is essential for a tech-based company like Betawithyou. By
clearly defining the product or service offerings, pricing strategy, distribution channels,
and promotional efforts, companies can ensure that their marketing efforts are aligned
with their overall business strategy and goals. The marketing mix helps companies
effectively reach their target market and differentiate themselves from competitors
(Athuraliya, 2019). Additionally, by regularly reviewing and adjusting the marketing mix,
companies can adapt to changing market conditions and customer needs, helping them
to remain competitive and successful in the long term. For a tech-based company like
Betawithyou, having a strong marketing mix is crucial for success, as it helps to
communicate the unique value proposition of our technology offerings effectively and to
reach and engage their target market.

Betawithyou’s Marketing Mixes (BetawithYou, 2023).

BetawithYou Products

Products refers to the physical product or service that a company offers. In the case of
Betawithyou, the product is a technology platform or software product. The product
should meet the needs and wants of the target market and should be positioned to
differentiate it from competitors.

BetawithYou currently provides 3 different features:

● language learning
● interactive map and games
● BetaBlog and BetaCommunity (Supporting SMEs)

BetawithYou Place

Place refers to the channels through which the product is made available to the target
market. BetawithYou includes online marketplaces, direct sales through a company
website, applications or partnerships with other companies. Betawithyou team carefully
consider their product’s most effective distribution channels, considering their target
market’s needs and preferences.

And thus decided to put their products in several places, including Website

● Application (Play Store, App Store)

● Events and pop Store
● Collab with SMMEs

BetawithYou Price

Price refers to the cost of the product or service and is a critical factor in determining the
success of a marketing campaign. Betawithyou team carefully consider their product’s
price, considering the cost of production, the target market, and the competition. And
have opted for a premium pricing strategy as their product is unique and offers high
value; thus BetawithYou also chooses a more competitive pricing strategy in which they
created the application as free to download and generate sales from other sources such
as advertisement and premium plans or offers.
BetawithYou Promotion
Promotion refers to a company’s efforts to communicate the value of its product or service to the
target market. In BetawithYou, this includes Online and Offline advertising, public relations,
content marketing, and influencer partnerships. Betawithyou also carefully consider the most
effective promotional channels for their target market, considering their budget, goals, and
competition. Which BetawithYou team have decided to focus on a few promotional channels
such as:

● Social media (Instagram, Tiktok)

● Influencers Endorsement,
● Guerilla Marketing.

By considering the 4 Ps of the marketing mix, Betawithyou can ensure that its marketing
efforts are aligned with its overall business strategy and goals and that they are
effectively reaching and engaging its target market.

BetawithYou Competitor Analysis

Importance

Competitor analysis is a critical aspect of any business strategy and is especially

important for a tech-based company like Betawithyou. According to Lloyd (2021), By
understanding the strengths, weaknesses, opportunities, and threats posed by
competitors, tech companies can make informed decisions about their own business
strategy and positioning. Competitor analysis can help the company to identify gaps in
the market that they can fill with their product offerings, to understand the pricing
strategies of competitors and to position their product effectively, and to understand
competitors’ promotional efforts and create a marketing plan that sets them apart
(Lyons, 2022). Additionally, competitor analysis can help the company to anticipate
market trends and to stay ahead of the competition. In the fast-paced tech industry,
competitor analysis is essential for companies that want to remain competitive and
successful. Betawithyou can make strategic decisions that maximize its marketing
opportunities and ensure its long-term success by regularly reviewing and updating its
understanding of the competitive landscape.
Betawithyou’s Competitor Analysis (BetawithYou, 2023).

Desa Budaya DIY (Competitor)

Desa Budaya DIY is a cultural learning app created to support The Special Region of
Yogyakarta it is created and supported by the Yogyakarta Local Government it’s 4Ps
Included:

Product

Mobile Applications

with Features:

● Yogyakarta Culture Wiki

● Integrated Map
● Nearest Road
● Region Information

Price

Desa Budaya DIY Application is completely free and could be downloaded from mobile
application stores
Place

The mobile application could be downloaded from both the App store and the play store, but
further research conducted showed that the application or its publishers don't have any plans to
expand or renew the applications

Promotion

as the local government supports the application, it's media promotion is widely done in
government websites or news outlets

BetawithYou Understanding Customer Behaviour Process

Understanding customer behaviour and decision-making processes is essential for

developing effective marketing strategies and tactics for a tech-based company like
Betawithyou. Customer behaviour refers to customers’ actions and decisions when
evaluating, purchasing, and using products and services (Radu, 2019). By
understanding their target market’s behaviours and decision-making processes,
Betawithyou can create marketing strategies and tactics tailored to meet their needs
and preferences.

For example, by understanding the needs and wants of customers, Betawithyou can
develop products and services that meet those needs and wants, positioning them as a
provider of solutions rather than just a provider of products. By understanding how
customers make purchasing decisions, Betawithyou can develop pricing strategies and
promotional efforts that resonate with their target market, increasing the chances of
conversion (Anuj Nawal, 2018).

Additionally, by understanding customer behaviour and decision-making processes,

Betawithyou can anticipate changing market conditions and customer needs, allowing
them to remain competitive and relevant in a rapidly evolving market (Schwager and
Meyer, 2007). By regularly reviewing and updating its understanding of customer
behaviour and decision-making processes, Betawithyou can ensure that its marketing
strategies and tactics remain aligned with the needs and preferences of its target
market, maximizing its marketing opportunities and ensuring its long-term success.
BetawithYou Analysis on Decision Making Influence

Importance

Understanding internal and external stimuli is crucial for a tech-based company like
Betawithyou to make informed business decisions and stay ahead in a rapidly evolving
market. Internal stimuli refer to factors within the company, such as organizational
culture, employee satisfaction, and internal processes and systems (Coursehero Team,
2022). Understanding these internal stimuli allows Betawithyou to identify areas for
improvement, optimize their internal processes and systems, and ensure that their
employees are motivated and satisfied with their work, leading to better performance
and results.

External stimuli, on the other hand, refer to factors outside of the company, such as
market trends, competitor activity, and customer needs and preferences (Coursehero
Team, 2022). Understanding these external stimuli allows Betawithyou to stay abreast
of changes in the market, anticipate market trends, and make informed decisions about
its business strategy and positioning.

In addition, understanding internal and external stimuli are important for companies like
Betawithyou because it helps ensure that they make data-driven decisions. By regularly
reviewing and updating their understanding of internal and external stimuli, Betawithyou
can ensure that they are making informed decisions that are based on a complete and
up-to-date understanding of the market, leading to better results and improved
performance (MBS Monash, 2018).
IDI Results

Betawithyou’s IDI Results (BetawithYou, 2023).

The company IDI results indicate that customers feel product quality is determining
when making purchases. This is a critical insight for Betawithyou as it highlights the
need for them to ensure that their products are of the highest quality, meeting the
expectations and needs of their customers. By prioritizing product quality, Betawithyou
can differentiate itself from its competitors and build a loyal customer base that trusts its
products. Additionally, the IDI results indicate that customers prefer to make purchases
online due to its convenience. This presents a significant opportunity for Betawithyou to
optimize its online presence, making it easy for customers to find and purchase their
products. Betawithyou can reach a wider audience and expand its customer base by
leveraging the convenience of online shopping. Furthermore, the results suggest that
reviews from influencers also play a role in the purchase decision process of customers.
This highlights the importance of developing strong relationships with influencers in their
target market and leveraging those relationships to drive awareness and interest in their
products. By partnering with trusted influencers, Betawithyou can tap into their network
of followers, build their brand, and drive sales.

In conclusion, the IDI results provide valuable insights into the needs and preferences of
Betawithyou's target market. By leveraging this information, Betawithyou can prioritize
product quality, optimize its online presence, and develop strong relationships with
influencers, maximizing its marketing opportunities and driving its long-term success.
External and Internal Stimuli

The IDI results provided Betawithyou with a comprehensive view of the factors
influencing customer behaviour and decision-making processes. By understanding the
internal and external stimuli that drive purchases, the company could make informed
decisions on its marketing strategies and tactics. The results highlighted the importance
of product quality, online convenience, and influencer reviews, giving Betawithyou a
competitive edge in the tech industry. This information allowed the company to optimize
their marketing efforts and maximize its opportunities for growth and success. With the
insights gathered from the IDI results, Betawithyou was able to tailor their marketing
approach to meet the needs and preferences of its target market, ultimately driving
customer satisfaction and loyalty.

Betawithyou’s Internal Stimuli (BetawithYou, 2023).

Lifestyle

The IDI results suggest that the lifestyle internal stimuli of the customers for
Betawithyou's products align with being an avid user of mobile phones, purchasing
products online, and a liking for trying new things. This information provides valuable
insights into the behaviour and preferences of the target market, allowing Betawithyou
to tailor their marketing strategies and tactics to meet the needs of its customers. By
targeting mobile-savvy individuals who enjoy trying new products and shopping online,
Betawithyou can reach a wider audience and expand its customer base.

As a tech company, being able to cater to customers who are comfortable with mobile
technology and enjoy shopping online presents a significant opportunity for
Betawithyou. By leveraging this information, the company can optimize their online
presence, making it easy for customers to find and purchase their products, ultimately
driving sales and building brand loyalty.

Psychological

The IDI results indicate that the lifestyle internal stimuli of the customers for
Betawithyou's products align with a strong desire to learn and explore new things,
beliefs in self-improvement, and a motivation to preserve culture and learn something
new. The results suggest that the target market perceives Betawithyou as Indonesia's
First Cultural App, highlighting the company's unique value proposition. This information
provides valuable insights into the behaviour and preferences of the target market,
allowing Betawithyou to develop targeted marketing strategies and tactics that resonate
with their customers. By catering to motivated individuals to learn and explore new
things, Betawithyou can position itself as a trusted source of cultural information and
self-improvement resources.

In addition, by emphasizing the cultural aspect of their app, Betawithyou can tap into the
motivations of their target market to preserve cultural heritage and learn something new.
This approach can help the company build brand loyalty and establish itself as a trusted
resource for cultural information.
Culture

The IDI results suggest that the target market for Betawithyou's products encompasses
a wide range of cultures, subcultures, and social classes. This diverse customer base is
open to all and represents a unique opportunity for the company to develop inclusive
marketing strategies and tactics. By embracing diversity, Betawithyou can position itself
as a brand that is inclusive and welcoming to all individuals, regardless of their cultural
background or social class. This approach can help the company establish a strong and
positive brand image, which can, in turn, drive customer loyalty and repeat purchases.

In addition, the diverse customer base provides the company with a wealth of
opportunities to reach new audiences and expand its reach. By leveraging its target
market’s cultural and social diversity, Betawithyou can create marketing campaigns
tailored to specific segments and demographics, driving customer engagement and
growth.

Personal

The IDI results indicate that the target market for Betawithyou's products is primarily
made up of individuals between the ages of 16 and 40 who are either students or recent
graduates. This demographic strongly prefers online purchases and is culturally
concerned, making them an ideal target for the company's products. By understanding
the lifestyle internal stimuli of this target market, Betawithyou can develop marketing
strategies and tactics that effectively address their needs and preferences. For
example, by offering a convenient and seamless online purchasing experience, the
company can cater to the target market's preference for online shopping and increase
customer satisfaction and loyalty.

Additionally, the company can leverage the target market’s cultural concerns to position
itself as a brand that values cultural heritage and preservation. By highlighting the
cultural aspects of its products and services, Betawithyou can differentiate itself from its
competitors and establish a strong brand image that resonates with its target market.
Betawithyou’s External Stimuli (BetawithYou, 2023).

Political

The external stimuli, such as political factors, can also have a significant impact on the
success of Betawithyou's products. One important consideration is the level of support
that the company will receive from the local government. If the government is
supportive, it can help to create a favorable business environment for the company and
provide access to resources and opportunities that would not otherwise be available. On
the other hand, if the government is not supportive, it could result in regulatory
challenges and restrictions that may negatively impact the company's operations. In this
case, Betawithyou would need to carefully navigate the political landscape and find
ways to overcome any obstacles that may arise.

Therefore, it is essential for the company to carefully analyze and understand the
political landscape and the impact it may have on its operations. By doing so,
Betawithyou can identify any potential risks and develop strategies to mitigate them,
and also capitalize on any opportunities that may arise.
Economical

The external stimuli, such as the economic situation, can have a significant impact on
BetawithYou's sustainability and its ability to serve its customers. The current economic
climate, including factors such as inflation and economic growth, can have a direct
impact on the purchasing power of the company's customers.If the economic situation is
favorable, customers may be more likely to purchase BetawithYou's products, leading to
increased revenue for the company. However, if the economic situation is unfavorable,
customers may be less likely to purchase the products, and this could result in
decreased revenue and potential financial challenges for the company.

In addition to the overall economic situation, inflation is another factor that BetawithYou
must consider. If inflation rises, the cost of goods and services will also increase, which
could affect the affordability of the company's products for its customers. This, in turn,
could negatively impact the company's revenue and financial performance.

Technological

The external stimuli of technology can play a major role in the success of BetawithYou
as a tech-based company. With the integration of the company's own app, BetawithYou
has the opportunity to leverage technology to its advantage and offer customers a
convenient and user-friendly platform to access their products and services. This can be
a key factor in attracting and retaining customers and sets the company apart in a highly
competitive market. The effective use of technology can also help to drive innovation,
increase efficiency, and streamline processes, contributing to the overall success of the
company.

Legal

The external stimuli of legal regulations can greatly impact the operations of a
tech-based company like BetawithYou. As new laws and regulations are put in place to
govern tech companies and the use of databases in Indonesia, the legal process can
become more complex and challenging to navigate. It is important for the company to
stay informed and up-to-date on the legal requirements and to ensure compliance in
order to avoid any legal issues or penalties. Failure to adhere to these regulations could
lead to negative consequences, such as fines, legal action, or reputational damage,
which could harm the company's ability to succeed and maximize its marketing
opportunities. Thus, a thorough understanding of the legal landscape and a commitment
to compliance is crucial for BetawithYou's success.
Social and Environmental

The social and environmental external stimuli play a crucial role in shaping the
purchasing decisions of customers for the company's products. As a tech-based
company, BetawithYou has the unique opportunity to promote cultural and
environmental preservation in Indonesia. By showcasing its commitment to these
values, the company can attract customers who are conscious of the impact of their
purchasing decisions on society and the environment. By aligning with these customer
values, BetawithYou can not only maximize its marketing opportunities but also
contribute to a greater cause. By promoting cultural and environmental preservation, the
company can also set itself apart from competitors and create a positive brand image.

BetawithYou Comprehensive Customer experience enhancement strategy

Customer Empathy map

Betawithyou’s Empathy Map (BetawithYou, 2023).

Feel Aspect

The customer empathy map for the company highlights the various feelings and
emotions of customers in regards to the products and services offered. The first factor,
"Feels," showcases the desires and motivations of the customers, with many expressing
a want to learn and explore new things. However, some customers may also feel
overwhelmed or intimidated by the process, finding it hard to start. This can be
compounded by limited flexibility in their schedules. Despite these challenges,
customers are still eager and excited to learn and expand their knowledge through the
company's offerings.

See Aspect

The second aspect in the company's customer empathy map is "See," in which
customers see that cultural aspects are starting to fade and there is a lack of support for
local culture through available apps. This is a crucial insight for the company, as it can
help inform their marketing strategies and tactics to better meet the needs and wants of
their target audience. By understanding what customers see as lacking in the current
market, the company can differentiate themselves and provide a solution that addresses
this issue. This, in turn, can help increase customer engagement and satisfaction, and
ultimately maximize marketing opportunities.

Say/Do Aspect

The third aspect of the customer empathy map, the "Say or Do" aspect, highlights the
actions and behaviors of the customers. In this aspect, the customers are seen to be
taking proactive steps to learn and improve, as evidenced by their actions of
downloading a learning app and watching YouTube tips and tricks. These actions reveal
the customers' desire to continuously learn and expand their knowledge, which can be
leveraged by the company in developing marketing strategies and tactics.
Hear Aspect

In the hear aspect, customers are influenced by the opinions and experiences of others.
They hear about the challenges in learning a new language and also their friends talking
about how culture is outdated. This information can impact their decision-making
process when it comes to purchasing a cultural learning app like BetawithYou. However,
if the company is able to create positive buzz and provide positive reviews and
testimonials, this can help to counteract any negative influences and increase the
likelihood of customers choosing BetawithYou as their preferred cultural learning app.

Gain and Pain Aspect

The customers' pain points are a crucial aspect to consider when developing marketing
strategies and tactics for the company. The customers often feel overwhelmed with their
workload and have a strong desire to overachieve. This leads to feelings of insecurity
when they see others' achievements and sometimes leads to a consumptive mindset.
By understanding these pain points, the company can develop strategies that target
these specific issues and provide solutions that will help alleviate their customers' pain.
This can result in increased customer satisfaction and loyalty, leading to a higher rate of
customer retention and repeat business.

The customers gain from using BetawithYou's products is that they are able to gain new
knowledge and become more knowledgeable in terms of social knowledge. They also
feel a sense of fulfillment in being able to support local culture and preserving it. The
acquisition of new knowledge can boost their confidence and provide them with a sense
of accomplishment. By using the app, they are able to improve their skills and enhance
their learning experience, which ultimately leads to personal growth and development.
These positive experiences and outcomes are what drive customer satisfaction and
encourage repeat usage, making it essential for the company to focus on providing a
high-quality customer experience.
Steps of BetawithYou Customer Journey

Betawithyou’s Integrated CXS Journey (BetawithYou, 2023).

CXS Step
 1. Awareness (Problem recognition): The customer becomes aware of the need to
improve their cultural knowledge and recognizes that traditional methods may
not be flexible enough to fit their schedule and found BetawithYou advertisement
through Social Media.
2. Interest (Information search): The customer begins to search for solutions and
comes across BetawithYou, a mobile app that offers cultural learning
experiences.
3. Evaluation (Alternatives evaluation): The customer compares BetawithYou with
other similar apps and reads customer reviews, influencer recommendations,
and app store ratings.
4. Purchase (Decision): The customer decides to download BetawithYou and begins
to use the app to improve their cultural knowledge.
5. Delivery (Use/Consumption): The customer uses the app to learn about different
aspects of Indonesian culture and continues to use it over time to deepen their
knowledge.
6. After-Sales (Post-purchase evaluation): The customer evaluates their experience
with BetawithYou and shares their thoughts with friends and family.
7. Loyalty (Advocacy): The customer becomes a loyal user of BetawithYou and
continues to use the app, recommending it to others and spreading positive word
of mouth.

Related Department for each stage process

In the awareness stage (problem recognition), the customer's touch points are through
various marketing channels such as social media, advertisements, and content
marketing. The responsible departments for this stage are the marketing and branding
departments.

In the interest stage, the customer's touch points are through product demonstrations,
free trials, and direct interactions with the sales team. The responsible departments for
this stage are marketing, sales, and application development.

In the purchase stage, the customer's touch points are through the purchasing process,
order confirmation, and delivery. The responsible departments for this stage are sales,
customer support, and development team.
In the experience stage, the customer's touchpoints are through the usage of the
product and its features. The responsible departments for this stage are the UI/UX
team, the development team, and the sales team.

In the loyalty stage, the customer's touchpoints are through product improvements,
customer feedback, and after-sales support. The responsible departments for this stage
are the support, product, and marketing teams.

Digital Technology Used

There are various digital technology tools that BetawithYou will use to improve each
customer touchpoint:

1. Awareness:
● Social media marketing tools, such as Hootsuite, to manage the company's
social media presence and reach potential customers
● Google Analytics to track website traffic and monitor user behavior
● Marketing automation tools, such as Pardot or Marketo, to personalize
communication and automate lead nurturing processes
●
2. Interest:
● Interactive content tools, such as Typeform, to create engaging quizzes, surveys,
and assessments
● Chatbots to provide 24/7 customer service and support
● Product demonstration tools, such as Looker, to provide interactive product
demos to potential customers
●
3. Purchase:
● E-commerce platforms, such as Shopify or Magento, to streamline the
purchasing process and ensure a seamless checkout experience
● Payment gateway providers, such as PayPal or Stripe, to securely process
payments
● Mobile payment options, such as Apple Pay or Google Wallet, to provide
customers with a quick and convenient purchasing experience
●
4. Experience:
● User experience (UX) and user interface (UI) design tools, such as Sketch or
Figma, to enhance the overall user experience
 ● Analytics tools, such as Mixpanel, to track usage and gather insights on
customer behavior
● Feedback tools, such as UserVoice, to gather customer feedback and improve
product development
●
5. Loyalty:
● Customer relationship management (CRM) software, such as Salesforce or
Hubspot, to manage and analyze customer interactions and data
● Loyalty and rewards programs, such as Belly or Perkville, to incentivize repeat
purchases and build customer loyalty
● Email marketing tools, such as Mailchimp or Campaign Monitor, to target and
retain customers through personalized email campaigns.

Comprehensive strategy used

For the awareness touch point, the company could improve customer experience by
creating interactive advertisements on social media platforms, running online
campaigns to educate potential customers about the benefits of learning a new culture
and language, and collaborating with influencers to promote the app.

For the interest touch point, the company could improve customer experience by
providing free trial offers, personalized recommendations based on the customer’s
preferences, and hosting webinars or online events to showcase the app's features and
benefits.

For the purchase touch point, the company could improve customer experience by
providing multiple payment options, clear pricing and subscription plans, and offering
24/7 customer support for any questions or concerns.

For the experience touch point, the company could improve customer experience by
continuously updating and improving the app's UI/UX design, offering interactive
lessons, gamification and personalization features, and allowing for social sharing and
collaboration features.

For the loyalty touch point, the company could improve customer experience by offering
exclusive promotions and rewards for loyal customers, conducting surveys and
feedback sessions to gather customer insights, and continuously updating the app with
new and exciting features.
Overall, BetawithYou will also be implementing a CRM system to track customer
interactions and tailor their experiences at each touchpoint and invest in data analytics
to understand customer behaviour and preferences.

BetawithYou Customer Experience Journey Monitoring Methods

Relevancy

Having an appropriate customer monitoring method is essential for the company as it

provides valuable insights into customer behaviour and preferences. This information
can then be used to improve the customer experience and increase customer
satisfaction. Additionally, monitoring customer feedback helps the company to identify
and resolve any issues that may arise, leading to a reduction in customer churn and an
increase in customer loyalty (Nikki, 2020). Monitoring methods such as online surveys,
customer feedback forms, and social media monitoring can also provide the company
with important market research data that can be used to inform future product and
service offerings (Xenon Group, 2021). By having an effective customer monitoring
system in place, the company can ensure that its customers are at the forefront of its
business strategy and remain competitive in a rapidly evolving market.

Monitoring Methods Used By BetawithYou and Critical Analysis on Each

BetawithYou would like to use a combination of surveys, social listening, app analytics,
user feedback, and app store reviews as its customer monitoring methods to gain
insight into customer behaviour and preferences.

Survey Method

The survey method can provide a direct source of customer information and a more
in-depth understanding of their needs and wants. The benefit of this method is that it
allows for a more structured approach to collecting data. However, the shortcoming is
that response rates can be low, and responses may not be representative of the whole
customer base.
Social Listening

Social listening involves monitoring social media platforms for mentions of the company
and its products. This method can provide valuable insights into customer sentiment
and help identify potential issues. The benefit of this method is that it provides a
real-time view of customer sentiment. However, the shortcoming is that it may not
provide a comprehensive view of the customer base and may only represent a small
portion of customers.

App Analytics

App analytics can provide valuable insights into the application’s usage patterns and
help identify areas for improvement. The benefit of this method is that it provides a large
amount of data. However, the shortcoming is that it only provides a technical view of the
application usage and may not provide a comprehensive view of the customer
experience.

User Feedback

User feedback can be gathered through in-app feedback mechanisms or through direct
contact with customers. The benefit of this method is that it provides a direct source of
information from the customers, however, the shortcoming is that the feedback may not
be representative of the whole customer base and may only represent a small portion of
customers.

App Store Reviews

App store reviews can provide valuable insights into customer satisfaction and help
identify areas for improvement. The benefit of this method is that it provides a large
amount of data, however, the shortcoming is that the reviews may not be representative
of the whole customer base and may only represent a small portion of customers.

Each of these methods has its own benefits and shortcomings, and it is important for
BetawithYou to critically assess the reliability of each method in order to ensure the
most effective use of resources and to obtain a comprehensive view of the customer
experience.

BetawithYou Key Performance Indicator

Betawithyou’s Key Performance Indicator (BetawithYou, 2023).

Relevancy

Having a set of great Key Performance Indicators (KPIs) is essential for the success of
any company, including BetawithYou. KPIs provide a means of measuring the progress
and success of a company, and they serve as a benchmark for tracking progress over
time. They help the company focus on what really matters and prioritize its efforts, as
well as identify areas for improvement (Poleski, 2017). KPIs also provide valuable
insights into customer behavior and preferences, which can inform decision-making and
help optimize the customer experience. Additionally, KPIs can help measure the
success of specific campaigns, initiatives, and marketing strategies, making it easier for
the company to identify what's working and what's not. In summary, KPIs play a crucial
role in helping the company evaluate their performance and make informed decisions
that drive growth and success.

KPI Examination

Awareness Stage

In the awareness stage, it is important to measure the success of marketing efforts and
assess the reach of the brand. The KPIs recommended for this stage are Increase
100,000 social media followers, 50,000 Instagram post likes, 150,000 story and reels
views, and 50,000 searches. The tools used to measure these KPIs would be Meta Ads
Library, TikTok Ads Manager, and Google Analytics. The key indicators is leads and
exposure, which can provide valuable insights into the target audience and their level of
engagement with the brand. By measuring these KPIs, BetawithYou can make informed
decisions about its marketing strategy and adjust it accordingly to reach its target
audience more effectively.

Consideration Stage

In the consideration stage, the main focus is to drive potential customers to take action
and download the application. The key performance indicator (KPI) in this stage is the
number of application downloads. The company aims to increase the number of
downloads by 10,000. To achieve this goal, the company will use various digital tools
such as Meta Ads Library, TikTok Ads Manager, and Google Cloudflare to reach a larger
audience and track their behaviour. Additionally, Google Analytics will help the company
measure the success of their marketing efforts and analyze the performance of the
downloads. By tracking these metrics, the company can adjust their strategy and focus
on the channels that are generating the most leads and downloads.

Onboarding Stage

In the onboarding stage, the focus is on ensuring that users are satisfied with the
application and are providing feedback through reviews. To measure this, the key
performance indicator (KPI) is the number of reviews, with the goal of increasing the
amount of reviews by 5,000. To track this metric, the company can use several digital
tools such as the Google Developer Console, in-app metrics, and App Store and Play
Store. These tools will provide valuable insights into how users are interacting with the
application, what their pain points are, and what they like about it. By analyzing this
data, the company can improve the user experience, fix any issues, and retain more
customers.

Engagement Stage

It's important to measure the engagement stage as it shows the level of user
satisfaction with the app and how much they find it valuable and worth spending their
time on. By measuring the time spent on the app, the company can identify areas of
improvement and enhance the user experience. The Google Developer Console and
In-App Metrics provide real-time data and insights, while user feedback surveys allow
the company to gather qualitative data and understand the reasons behind the
numbers. This information can be used to make data-driven decisions and make the
necessary changes to improve the overall user experience and increase user
engagement.

Advocacy Stage

The goal in the advocacy stage is to measure the effectiveness of the referral program
and track the number of referral codes used by customers. This information can help
the company better understand how customers are engaging with the product and how
they are spreading the word about it to others. The tools used to measure the key
indicator, such as Google Developer Console and In-App Metrics, can provide valuable
insights into customer behavior and help the company refine its referral program to
increase its effectiveness. By monitoring this key performance indicator, BetawithYou
can better understand the impact of its referral program on customer engagement and
advocacy, and make any necessary adjustments to maximize its impact.

Justification and Conclusion

The selected customer experience enhancement strategy can help maximize the
company’s marketing opportunities by allowing the company to better understand and
meet the needs of its customers (MacDonald, 2019). By continually monitoring and
analyzing customer behaviour, the company can make informed decisions about how to
improve its offerings and better meet the needs of its target audience. Additionally, the
use of various digital technologies and tools can help the company improve its touch
points and reach a wider audience, ultimately leading to increased brand recognition
and customer loyalty.

Ultimately, by putting the customer at the center of its marketing strategy and
continuously seeking to improve the customer experience, BetawithYou can increase
customer satisfaction and engagement, attract new customers, and drive business
growth. This will help the company not only maximize its marketing opportunities but
also build a strong reputation as a customer-focused brand, which will in turn help it to
differentiate itself from its competitors. A well-designed customer experience
enhancement strategy can play a significant role in maximizing marketing opportunities.
By focusing on improving the customer experience, companies can increase customer
satisfaction and loyalty, which can lead to word-of-mouth marketing and organic growth
(Ouellet, 2022). Additionally, a positive customer experience can improve brand
reputation and credibility, making it easier to attract new customers through paid
marketing efforts.

In conclusion, a customer experience enhancement strategy that focuses on improving

the customer experience can have a positive impact on marketing opportunities by
increasing customer satisfaction, loyalty, and engagement, as well as improving brand
reputation and monetization potential. By focusing on the customer experience,
companies can create a virtuous cycle of growth and success.
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