DEVELOPING A MARKETING STRATEGY A START-UP BUSINESS CASE OF MASBRO STUDIO

• Main Author: Wiyono, Herdiana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47803
• Institution: Institut Teknologi Bandung

MASBRO Studio (MSBR) is a local board game company found in 2013. In the challenging economic era, the creative economy is one sector that Indonesian government hopes to constantly grow and its proportion in contributing to Indonesia's GDP continues to increase, and this is not an easy task to do because it requires sensitivity in predicting market trends. For the intention to become the main player in the industry, MSBR needs to grasp more than the existing target market to increase more revenue Besides that, they also have to improve 'their game' in the marketing strategy, to attract customer's curiosity for their product and triggered a purchase. This writing particularly addresses how MASBRO Studio could be one of the biggest players in the board game industry, by analyzing their current business then formulating the business and marketing strategy, and finally planning a short-term and long-term implementation plan. The research conducted by identified the external and internal environment analysis. For the external, the tool will be used is PESTEL, Porter’s 5 forces, and the Competitor Analysis. Meanwhile, for internal, VRIO and Marketing mix 7Ps will be used. Then, the company needs to define which market they want to expand and enter by redefining their business canvas. After knowing the targeted market and combined with the company’s goal and market analysis, the company defines the business strategy by using the Strategy Diamond Model and for the marketing strategy, the New Wave Marketing will be used. In the end, the author provides a recommendation for the implementation plan to increase the rate of success of the commercial strategy. With the result, MSBR can use this writing as a reference.