PROPOSED MARKETING STRATEGY TO IMPROVE OCCUPANCY RATE AT PT ROSSI MUSIK AUDIVIS

• Main Author: FOFO MAYRANO - NIM: 29115681 , BINSAR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26123
• Institution: Institut Teknologi Bandung

<p align="justify">In existing condition, creative industries are becoming industry supported by government with the establishment of BEKRAF because of the potential from creative industries. The contribution from creative industries is increasing year by year to economy of Indonesia. This become an opportunity for creative industry company in Indonesia. From 2014 to 2015, there are 4 subsectors that have the highest development compared to other subsectors, one of them is music industry. PT. Rossi Musik Audivis is a company currently engaged in creative industry with music subsector. Initially, the products and services provided by PT. Rossi Musik Audivis were music schools, venues, recording studios, and halls. But after changing in generations, at current condition products and services provided by company are record store, venues, recording studios, and halls. Based on report of 2015 and 2016, occupancy of hall services provided by company still has not met company’s target. The highest occupancy rate at current condition is 8 times per month, while the target from company is 12 times per month. To solve these problems, a solution is needed to increase occupancy rate from hall services provided by company. In order to get the right solution, this research conduct external and internal analysis of the company to identify the opportunity, industry competition, consumer expectation, position, and internal condition from company. By identifying these factors, it can determine the root cause of problem faced by the company. The result of root caused problem is the company needs to expand their target, strengthen their position, and need to develop their Marketing Mix element especially on product, promotion, people, and physical evidence to improve the quality of service provided by company. With proposed solution by this research, expected to increase occupancy rate of hall service provided by PT. Rossi Musik Audivis. This research also proposed implementation plan of each solution with one-year timeline.<p align="justify">