Problem Analysis And Solution Strategic on PT Tokopedia (GoTo Group)

Abstract

This study aims to identify strategic problems faced by Tokopedia as a leading e-commerce startup in Indonesia and formulate solutions based on modern marketing and business innovation approaches. Using a qualitative case study method with a descriptive-analytical approach, data were collected from secondary sources including GoTo Group annual reports, academic journals, and industry news. Analysis was conducted through the Business Model Canvas (BMC), Value Proposition Canvas, Segmentation-Targeting-Positioning (STP) framework, and competitive pricing strategy. Findings reveal three play problems:competitive pressure from TikTok Shop resulting in market share erosion and declining gross merchandise value,  value proposition misalignment toward the MSME segment amid changes in digital consumer behavio, and tension between short-term promotional pricing strategies and long-term profitability. Recommended solutions include brand repositioning based on MSME empowerment, restructuring market segmentation with a psychographic-behavioral approach, adoption of value-based pricing, and strengthening an integrated digital ecosystem. This research contributes to the Indonesian startup marketing management literature and provides practical implications for strategy managers in e-commerce platforms.