ANALISIS STRATEGI BERSAING

• Main Author: Ivan.R.Maulana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/3007
• Institution: Institut Teknologi Bandung

High and global competiton, in Bandung music and entertainment business have shown significance growth. Total population in Bandung, about 3.524.440 people and 57% are radio listener. The competition between companies are getting stronger. This situation make every company have to prepare and provide themselves to face their competitor. PT. Mitragama Swara - Radio OZ 103 FM is a company who specialize in broadcasting field. They offer services, like informations, entertainments, and educations. Their segmentation is dynamic and young age Bandung people. In Bandung, the 15 - 35 group of age, total 1.438.088 people are about 43% from total population. There are 29 radio station in Bandung. The issues are how the company could sustaining their consistency and raising their competitive position. The company need a competitive strategy to allow them to survive and to win in the present situation. The company have to 'catch' their listener, formed their perception and preferention, mark their position in the market, identify their competitor. and what kind of strategy that fit with the current competition situation. Perception and preferention formed with Multidimensional Scaling method. External and internal condition analysis_ based on industry attractiveness and business strength. formed in General Electric McKinsey Matrix. A strategy alternative was formed through a chain strategic formula in SWOT Analysis, such as market penetration, market development, human resouces development, and quality service improvement with internal integration in Porter's Value Chain Model