BUSINESS STRATEGY TO INCREASE FUTURE SALES AND PROFITS OF THE EXHIBITION “PEKAN RAYA INDONESIA”

• Main Author: I. MIHARDJA (NIM 29115270), HYANG
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22476
• Institution: Institut Teknologi Bandung

Indonesia Convention Exhibition or known as ICE is the venue of exhibition and convention held, <br /> <br /> <br /> <br /> <br /> is located at Bumi Serpong Damai, Tangerang, Banten province, Indonesia. ICE was inaugurated <br /> <br /> <br /> <br /> <br /> on August 4, 2015, ICE venue positioning as the largest exhibition and convention center in <br /> <br /> <br /> <br /> <br /> Indonesia with indoor building concept. ICE is designed to cover an area of 220,000 square meters, <br /> <br /> <br /> <br /> <br /> consists of 10 exhibition halls covering an area of 4860 square meters and a convention hall of <br /> <br /> <br /> <br /> <br /> 4,000 square meters, also features a 12,000 square meters pre-function lobby and 33 meeting <br /> <br /> <br /> <br /> <br /> rooms. ICE's business activities in general are renting venues to PEOs, PCOs and corporations. <br /> <br /> <br /> <br /> <br /> Besides, ICE Management has done strategic planning to develop its own exhibition with the aim <br /> <br /> <br /> <br /> <br /> of accelerating revenue growth, even more it is believed will have a big impact on the popularity <br /> <br /> <br /> <br /> <br /> of venues in the public society. The exhibition in this object is the initial Pekan Raya Indonesia <br /> <br /> <br /> <br /> <br /> held on 20 October - 6 Nov 2016. <br /> <br /> <br /> <br /> <br /> This final project, the author analyzes the business strategy of the Exhibition Pekan Raya <br /> <br /> <br /> <br /> <br /> Indonesia, external scanning analysis by using PESTEL and Porter Five-Forces and internal <br /> <br /> <br /> <br /> <br /> analysis using Value Chain and VRIO theory analysis. From the results of the analysis, company’s <br /> <br /> <br /> <br /> <br /> SWOT can be determined, and proceed using TOWS Matrix to find the business strategy <br /> <br /> <br /> <br /> <br /> formulation and to propose new business models for the sustainability of a more successful Pekan <br /> <br /> <br /> <br /> <br /> Raya Indonesia in the future. <br /> <br /> <br /> <br /> <br /> <br /> Exhibition industry as other business activities, of course aims to get a higher profit and to increase <br /> <br /> <br /> <br /> <br /> the number of customers, in this case the exhibitors and visitors of the exhibition. As a PEO to <br /> <br /> <br /> <br /> <br /> succeed its business, it is important to give concern on these matters; (i) utilization and <br /> <br /> <br /> <br /> <br /> development of professional human resources, (ii) Research based decision making culture as <br /> <br /> <br /> <br /> <br /> well for designing concept of exhibition differentiation; (iii) business strategy to make exhibition <br /> <br /> <br /> <br /> <br /> as a products more competitive and sustainable, including in facing the challenge of competitors, <br /> <br /> <br /> <br /> <br /> (iv) partnerships with associations, e-commerce companies / online stores), governments and other <br /> <br /> <br /> <br /> <br /> institutions of national and international scale, and (v) Implementation of optimum capacity of <br /> <br /> <br /> <br /> <br /> exhibition space related to cost leadership in order to achieve better profit in results. Sustainability <br /> <br /> <br /> <br /> <br /> exhibitions in this final project are projected within the next ten years, so the value proposition of <br /> <br /> <br /> <br /> <br /> the exhibition and the multiplier effects (benefits) continue to grow over time.