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Purpose:This article examines Sportivo’s marketing plan as a digital sports-services aggregator serving end users and sports venue partners.Methodology:A descriptive analysis of the company’s marketing plan was conducted using segmentation, targeting, and positioning (STP), the 7Ps marketing mix for B2C, and the NICE framework for B2B.Findings:Sportivo prioritizes partner supply before accelerating user acquisition, initially focusing on Greater Jakarta and leveraging digital channels and sports communities. Its value proposition emphasizes convenient booking, affordable commission-based pricing, and an integrated user experience, while partner relationships are developed through networking, interaction, shared interests, and service experience.Implication:Sustained platform growth requires balanced acquisition of users and venue partners to generate network effects and long-term value on both sides of the market.
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Fuat et al. (2026) studied this question.
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