Proposed Business Strategy for Tinker Games

• Main Author: Suhendini / 29116398, Auditia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25908
• Institution: Institut Teknologi Bandung

Tinker Games is a mobile game developer studio since 2011 based in Bandung, which focusing on creating new experience in gaming through exciting story, unique challenges and addictive gameplay. Tinker Games has business scope in the field of interactive, digital and gamification with platforms such as Mobile, VR and also AR. Tinker Games is currently trying to divert its business from B2C to B2B, because of the potential in B2B business within the game industry. Services provide by Tinker Games for its clients are the production of the products and the marketing strategy for the products. Tinker Games implements a structure of Holacracy to distribute authority and to ensure the employee responsible for their own work with their own freedom. Tinker Games business issues faced an internal problem that cause the project not run due to its human resources miss management, a decline in its financial and Tinker Games cannot optimize its marketing potential. <br /> <br /> <br /> Theoretical approach taken to solve business issues is to use industry external porter 5 force, PESTEL analysis, analysis of competitors, customer analysis and internal exploration capability, resources, the value, core competencies, value chain analysis and STP. Then collected SWOT approach, with the strength such as using VR and AR, qualified employees, specialized in heavy content games for adults and popular games. The weaknesses are the lack of human resource management and lack of marketing strategy. On the external side, the greatest opportunity is the support from government and low of business rivalry in B2B business. The threats come from the buyers, companies could choose to work with any studio within the industry. <br /> <br /> <br /> The process begins with the search of business strategy of Tinker Games which is a differentiation strategy, determine new STP, functional strategy in the field of marketing is develop new services and promotion activity. At the field of financial strategy is develop new prices. At the field of operational strategy is develop new operating system and R&D schedule program. At the field of human resource strategy is improving organization system and improve on employee engagement, reward, training and appreciation. In the implementation section, included activities, scheduled plan and budget estimation and budget estimation for 1 year. <br />