BUSINESS STRATEGY DEVELOPMENT IN VISUAL COMMUNICATION DESIGN BUSINESS FOR REFINE EDGE BRANDING IDENTITY STUDIO

• Main Author: Rudhidiptya Yoscar, Diwangkara
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45617
• Institution: Institut Teknologi Bandung

Refine edge is a service that runs in the field of visual communication design, located in the city of Bandung. Refine edge has been running since 2018 when it was first established. At that time, the team consisted of only a few designers and freelancers in the visual communication industry. Initially, the company concentrated in the fields of layout and house graphics. On the journey, seeing the development of mid-sized businesses that began to rise in current made refine edge founders present as problem solvers of medium-sized business owners in solving visual communication problems the company have. Refine edge relies heavily on business-to-business market segments that utilize services for cataloging, advertising, and creating a brand identity. Most clients come from the startup and medium business sectors. This condition has an impact on the performance of service sales from Refine edge, which hinders the company's revenue. Some analysis from outer scopes such as competitor analysis and Porter's five forces is carried out to get information on whether the business is competitive enough in the industry that is being lived. Also, internal analysis, such as STP (Segmenting, Targeting, Positioning) and VRIO, was carried out to obtain information about the internal conditions of the Refine edge. After that, the strategy formulation is carried out using SWOT and SPACE matrix. After a series of analyses and doing it was found that the availability of markets in the digital world is the most significant opportunity in external factors; company. Innovative and creative management and a competent team are also the company's internal strengths. Besides, SWOT and SPACE analysis states that companies have the power to compete. In a competitive position, the most appropriate strategy is to use force to exploit opportunities and avoid threats so that the most appropriate strategy to be carried out for the current situation is product development and market penetration strategies. Furthermore, the use of licenses in this business can increase the bargaining power of the company towards clients.