A PROPOSED BUSINESS STRATEGY WITH STRATEGIC MANAGEMENT APPROACH FOR KUASSA MUSIC SOFTWARE

• Main Author: KUSUF (NIM : 29107404); Pembimbing: Dwi Larso Ph.D, GRAHADEA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15796
• Institution: Institut Teknologi Bandung

According to global sales report from NAMM (National Association of Music Merchants), global instruments sales trend tends to lead to the use of software as a practical and economical alternative from a real musical instruments which create the demand for software instruments higher from year to year. Kuassa Music Software, Inc. is a software company that specializes in developing instrument emulation software. Kuassa pioneered by the three musicians to release a commercial version of free guitar amplifier emulation software product by Aradaz Amp that already has a large user base in the world. By analyzing the music software industry competition using Porter's Five Forces and environmental analysis using the organization's internal and external analysis of the company through SWOT Analysis. Kuassa face the challenges to perform marketing effort and software sales by heavily utilizing the Internet to reach global instrument market. In addition, secured transaction, automation, and market education on the benefits of digital instruments are major concerns to create a reliable online store system. By using a strategic management approach to address these problems, the first step taken is the formulation of corporate strategy Concentration Vertical Growth, business strategy Porter's Competitive Strategy by implementing cost-Focus. Functional strategy which consists of the Marketing Mix 4P, and operating strategies using the scheme automated electronic trading systems. Then followed by the formulation of alternative strategies using the TOWS Matrix that can help strategic decision-making according to the company's ability, which is using Freemium internet business model to launch free product samples as a means of product promotion, and Digital Marketing through the internet community forums to educate the market and get feedback for continuous improvement. Implementation plan of the proposed strategy will be focusing on the short-term plans of Kuassa's first product which will be launched in early 2010. While long-term implementation plan will be implemented for Kuassa's upcoming product lines in the future.