Abstract :

In this paper, we examine the marketing strategy of AFX, a pseudonym for a real forex trading platform. This alias helps us discuss the company’s strategies without disclosing its identity. Our focus is on AFX’s efforts to expand its market presence in Indonesia. Despite the rapid growth of the global fintech sector, AFX has not effectively reached the young Indonesian market due to low financial literacy levels.

This study uses both qualitative and quantitative research methods to explore the factors that affect AFX’s position in the market and its strategic marketing actions. We apply the 7P Marketing Mix and STP (Segmentation, Targeting, Positioning) frameworks to analyze AFX’s internal processes and external challenges. The goal is to propose strategies that could increase the platform’s Monthly Active Users (MAU).

 

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Keywords :

Financial Literacy, Fintech Industry, Forex, Market Penetration, Strategic Marketing

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References :

1. Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
2. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
3. Rothaermel, F. T. (2019). Strategic Management (3rd ed.). McGraw-Hill Education.