PROPOSED INTENSIVE STRATEGY FOR VISUAL CONTENT PRODUCT (STUDY CASE AT INFINITY DOOR)

• Main Author: Nugroho, Setiyawan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41244
• Institution: Institut Teknologi Bandung

The increasing number of internet uses and the development of Information Technology brought changes to the business world, one of the significant changes that occurred in the advertising business. Infinity door is a business in the field of digital advertising that offers online marketing services and the creation of visual content. After running for 1 year and 3 months there is a problem regarding the decrease in the number of Infinity door’s income. The object of this study is to identify the root causes experienced by infinity door, then find a proposed strategy to overcome this problem. This study only focuses on marketing strategies and root causes that affect the digital visual content product on Infinity door. This research begins with the exploration of business issues that Infinity Doors have. After that researcher analyze the external and internal factors that affect Infinity Doors. For internal analysis, researcher use STP and Marketing Mix as the foundation of this research. For external analysis, researcher use PEST analysis, Competitor Analysis, and Five Porter’s Analysis. From this analysis researcher can determine the SWOT (Strength, Weakness, Opportunity, and Threat), and root cause of the issue experienced by Infinity door. After SWOT and root cause were obtained from the results of internal and external analysis, the next step is to analyze further the data. Researcher use FGD (Focuss group discussion) that consist quantification of SWOT analysis to transform SWOT into strategy. then the researcher conducted data validation with a closed questionnaire for supporting data to ensure that the strategy could be applied. In conclusion, the root cause of business issues that faced by Infinity Door are the lack of of product and services, and there is no specific strategy for visual konten products. To solve the problems the most appropriate strategies for Infinity Door is intensive strategies.