Detail Cantuman

Affected by advance use of smartphone, along with the internet and software development, internet based paltform are ubiquitously appeared. One of them is Seeties.Seeties is microblog app that unable its user to share any places they recommend to their followers. As startup, the company is struggling to gain users while at the same time should deal with limited resources, fund and lack of history. In order to solve that, Seeties come up with event marketing as their marketing strategy. This paper using 7Ps, TOWS, and VRIO analysis explores how the event marketing was conducted and find out whether the strategy has competitive advantage or not. The research conducted using direct semi-structured interview with Seeties's representatives, employees, volunteers and consumer in Indonesia. The researcher also conducted participatory observation where research involved directly in preparing the event as well as pitching potential users during the events. As the result, the researcher found that it is suitable for Seeties to use event marketing considering weakness and strength they have while at the same time should maximize opportunity and avoid threat. However, the event marketing strategies use by Seeties shows that they do not have competitive advantage. By the VRIO analysis, we can conclude that the strategy has competitive parity. The strategy is valuable but not rare, inimitable and organized. It is also shows that company only tries to reach the target user in short term without much considering on long term users. Furthermore, Seeties is recommended to find the alternative strategy that creates the competitive advantage.