Business Strategy for Geonusa in Facing Price Competition in Geospatial Information System Industry

Abstract : In an increasingly competitive market, Geonusa, a geospatial service provider in Indonesia, faces challenges from price-sensitive competitors and low barriers to entry. This paper explores strategies to position Geonusa as a thought leader in the industry, enabling the company to differentiate itself and move beyond competing on price. By leveraging its expertise, fostering innovation, and strengthening its marketing and government relations, Geonusa can secure a competitive edge and improve its market presence. The paper discusses how adopting a thought leadership strategy can help Geonusa address current challenges in market visibility and customer retention. However, the strategy focuses primarily on marketing and does not comprehensively address cost optimization and operational efficiency, which are essential for long-term success.