Developing Alternative Market Strategy for a Laundry Service Application in Indonesia

This research aims to provide an alternative marketing strategy for a laundry service application located in Jakarta, Indonesia. This study is qualitative research. The data was collected using interviews and open-ended questionnaires to the company manager and business partners. The result showed that the company should collaborate with an online transportation company to provide better online laundry services to customers. The originality of this paper contributes to marketing strategy literature, especially on laundry service application in emerging economies, Indonesia. This paper could also be used as practical guidance on how to design alternative marketing strategies.