Corporate Magic Analysis at X Magicians to Face the Competition of Indonesian Magic Entertainment Industry

• Main Author: ABUSOFYAN (NIM : 29106061), RIZA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12587
• Institution: Institut Teknologi Bandung

The accelerated flow of globalization has made the world of entertainment in Indonesia grow rapidly. The growing of entertainment gives an enormous influence to the art of magic that is also a part of the entertainment world itself. Magic in Indonesia at present time is entering it's glorious period which it's existence has become more acceptable by the people. X magicians, duo magicians that have been doing this art since 2003 see this phenomenon as a good opportunity. Along with this growth of the art, so does the competition. This competition made the X magicians to present more unique performances than it's competitors which demands development of products in order to produce different products compare to it's competitors.<p>Based on the analysis result of the market test, service marketing mix, and the analysis of Porter's five forces, the basic problem is related to the height of potential market of corporation segment where the specialized product for it, is not yet available. Also, the domination of Deddy Corbuzier and Demian Aditya as top awareness magician has to be faced in a precise strategy by X magicians to keep the share of the market. Inventing a product differentiation by developing new products and choosing the precise strategy has to be done to stay in the competition.<p>From this basic problem, the solution for X magicians is to focus on corporate magic. X magicians develop specialized products to serve the needs of the corporate segment and that is customized corporate magic. X magicians always customize the show to fit the needs of it's clients. This customization is including the concept of the show, the tools and gadgets needed for the performances and also the appearance. The basic point proposed is to deliver the message from the company to it's audience through magic shows performed by X magicians.<p>The plan of implementation will be done by forming a management, widen links of business, team building, TV program, website, and research. The need of manpower, technology and supports from other parties are also required for the success of the implementation plan.