Building a focused approach to succeed in key target cities

Erajaya’s core business is an importer, distributor, and retailer of integrated mobile telecommunication devices. The player is one of the biggest retailers of integrated mobile telecommunication devices in Indonesia, and is also widely acknowledged to be one of the most trusted companies in its sector. Its product portfolio includes mobile phones and tablets, accessories and Internet of Things devices. The company also offers value-added services, such as mobile phone protection and handset leasing.

The company’s corporate core values are innovation, strategic leadership, excellent customer service, creative agility, and technical expertise. These values are perfectly aligned to the intelligence and advice GfK provides to Erajaya and this is one of the reasons the two teams work so successfully together.

Numerous teams at Erajaya use the insight from GfK, including the Group Strategic division, Business Development & Strategy, Marketing, Sales, and IT. These diverse professionals use GfK data to understand market dynamics, the brands and products offered by the competitive set, and to identify and quantify new opportunities. By having the latest business intelligence with regular updates, business decisions can be made on a solid foundation.

In this specific project, the intelligence guided Erajaya to the cities that offered the greatest potential. The focus markets were Malang, Cirebon, and Bali. GfK’s experts were able to suggest how Erajaya could grow these markets exponentially to become a retail force worthy of taking on the established players.