Proposed Marketing Strategy for Game Developer In Bandung Based On Micro And Macro Environment

• Main Author: Briantono (NIM: 29116349), Necko
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29595
• Institution: Institut Teknologi Bandung

Indonesia is the 17th biggest market in the world and biggest game market in South East Asia,however the size of the game market cannot be utilized by local developers. The evident come from the small number market share of local games, small annual revenuesof game developers and the small role of the Indonesian game industry in the Indonesian creative industry. Therefore, this study will analyze the game industry with micro and macro environmental analysis methods. With micro-environmental analysis, it will be obtained who is a business actor and how the relationship between business actors. To analyze the relationship between business actors, porter five forces are used. The macro environment will provide a state and global picture that can affect the game industry. The macro environment will be analyzed with the general environment. From these two analyzes the resultshown that there are many opportunity that could be used for game developers for increasing their market, introducing new games, increasing their profit and for promotion. Therefore, a marketing strategy using Segmentation, Targeting, Positioning, and marketing mix isproposed for Indonesian game developer to utilize the opportunity. By applying this strategy Indonesian game developers could increase their revenue and their increase their market.