When Timothy Yu and Katherine Cheung, Snapask’s CEO and Chief Marketing Officer, respectively, decided to enter the Indonesian market, they knew that this wouldn’t be a snap. Snapask was an education technology company that applied machine learning and mobile cloud services to make education more effective, personalized, and accessible to everyone. After an uncertain kickoff in Hong Kong SAR, a very successful entry in China Taiwan, and relevant experience in the Southeast Asian region, Timothy and Katherine had learned that an in-depth knowledge of their stakeholders and the target educational context were key for their success. During the two-month pilot program in Indonesia, Katherine found out that their existing subscription model did not fit the market. Instead of monthly or yearly subscriptions, the Indonesian students expected to pay by prepaid cards. How could Snapask market and price its product in this different context? In Indonesia, Katherine had to adjust the strategy and formulate a proposal for Timothy accordingly.
- To help students understand the difference between target market and target audience.
- To provide an opportunity for students to explore and discuss consumer behaviour to understand how a successful business model that works in one country can be transferred to another.
- To help students learn how to design appropriate pricing strategy and promotion strategy