PROPOSED MARKETING STRATEGY FOR PHOTOGRAPHY AND VIDEOGRAPHY COMPANY “ANTENA”

• Main Author: Parikesit, Pandu
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41246
• Institution: Institut Teknologi Bandung

Antena is a company that works in a service industry, focusing on photography and videography service. Antena was made in early 2018 with three main members, having different kinds of educational backgrounds which have the same interest in digital visual design. Currently, Antena is having difficulties in improving its sales. Antena still market its service using a traditional and offline word of mouth marketing, using references and passing out information given from one client to another. The growth of the service industry especially in Indonesia is currently growing. The growth also happens to the supporting industry of photography and videography service. Because of this, Antena believes that the sales of the service can be improved with the right strategy and activity in terms of its marketing division. This research aims to identify which of the marketing strategies or activities that can be used by Antena in order to boost its sales. The marketing activities can help Antena to improve its brand recognition, especially in this digital era where Instagram could give much benefits in terms of showcasing the works of visual design especially photography. In this research, the author will use internal and external analysis of the company using SWOT matrix, root cause analysis, STP analysis, marketing mix, customer and competitor analysis, and Porter Five Forces analysis. In order to do some of the analysis, the author uses a questionnaire to gain insights about customer’s perception in terms of using a photography or videography service. A benchmarking of the competitors is also done to know more about what actions that Antena could follow in terms of marketing activities. After doing some of the research stated before, the author found that there are some mistakes that Antena has and some activities that Antena still not fully worked-on, especially in terms of marketing, compared to the competitors. After finding the mistakes and the gap that Antena has, the author tries to solve some of its problem by using a TOWS analysis to know which weaknesses and threats of Antena that could be handled by optimizing its strengths and opportunities. This analysis also helps Antena to know what kind of strategy or activity that can be used to overcome the problems. The author also made an action plan in the form of a Gantt-chart to give a better understanding which part of the activities could be done and when the activities will take place. This action plan consists of marketing and operational activities which based on the analysis before that still must be improved by Antena. For the marketing aspect of the business, some of the proposed activities for Antena are regular postings of social media, using the advertising service given by Instagram, and joining some exhibitions. The next thing is that Antena should improve its operational aspect by improving the service given in terms of time taken for the production. Antena will have a target of minimum three clients per month and Antena must work faster so that each client will have a one week deadline. These activities will work together in order to get the optimum amount of work that Antena could handle.