PROPOSED MARKETING STRATEGY FOR NOR CREATIVE STUDIO

• Main Author: Mochamad Adzany Nurcahya / 29115572, Raden
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30088
• Institution: Institut Teknologi Bandung

The creative economy becomes hope for Indonesia amid the current global economic turmoil. The growth of design <br /> <br /> industries in line with the emerging of start-up business era and development in the creative economy sector. Nor <br /> <br /> Creative Studio is start-up graphic design company based in Bandung. Sees the opportunity to grow its business <br /> <br /> into the major level in the graphic design sector. However, the sales revenue growth is not satisfying. Based on the <br /> <br /> main issue, the author needs to answer three main question: What marketing strategy should Nor Creative Studio <br /> <br /> implement to benefit the sales? What does the most efficient strategy to acquire new customers for Nor Creative <br /> <br /> Studio?, How does Nor Creative Studio could compete with other graphic design firms in increasingly competitive <br /> <br /> market condition?. <br /> <br /> The research study started by analyzing Nor Creative Studio current condition from external and internal factors. <br /> <br /> Company’s internal analysis purposes are to gain better understanding of the actual situation of the company. The <br /> <br /> internal analysis consists of the marketing mix, segmenting, targeting, and positioning. Marketing mix analysis to <br /> <br /> define and evaluate the key components of Nor Creative Studio. Segmenting, Targeting and Positioning analysis is <br /> <br /> used to exploring Nor Creative Studio current target market and measure its effectiveness. The external analysis <br /> <br /> provides conducted PEST analysis, Porter’s Five Forces and competitor benchmark analysis. Each of the key results <br /> <br /> forms by both internal and external analysis used as the component in SWOT analysis. From the SWOT analysis, <br /> <br /> the author conduct TOWS matrix analysis to formulate the effective strategy. <br /> <br /> Summarized from the Root Cause Analysis, the main component of Nor Creative Studio low sales is inefficient <br /> <br /> targeting and positioning strategy, high competition rivalry and lack of marketing effort. After conducting a more <br /> <br /> comprehensive analysis of current business issues, there are three factors in the current Nor Creative Studio <br /> <br /> marketing strategy need an immediate improvement. The three factors are STP strategy, services development, and <br /> <br /> promotion activity. <br /> <br /> Firstly, the company urgently need to improve their marketing strategy by redefining Nor Creative Studio STP into <br /> <br /> a more specific segment and provided more organized services offering based on the customer need. Nor Creative <br /> <br /> Studio proposed to position their company as a design firm that provides integrated branding services specifically <br /> <br /> for small to large creative company and help them to connect their brand with the customers. After the company has <br /> <br /> a clear target market segment and positioning, Nor Creative Studio need to reorganized their core services offering. <br /> <br /> The services variety might have slight changes from the previous strategy but the major improvement is on how Nor <br /> <br /> Creative Studio present it as a whole integrated service related to the customer branding necessity. The new core <br /> <br /> services further developed into three main packages to meet the consumer needs. Promotion activity primarily will <br /> <br /> be focused on company website development, social media utilization and the collaborative project with other <br /> <br /> creative, the competitors, and government agencies. All of the promotional activity will be conduct in near future <br /> <br /> expected to increase brand awareness and expand the company network. The three proposed strategy expected to <br /> <br /> lead the improvement in sales.