PROPOSED BUSINESS STRATEGY AND MARKET DEVELOPMENT FOR DETIK NETWORK IN ORDER TO DEVELOP A SUSTAINABLE COMPETITIVE ADVANTAGE

• Main Author: Septia Rakhmawati, Tri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49274
• Institution: Institut Teknologi Bandung

Detik Network is an Indonesian digital media company owned by CT Corp subsidiary Trans Media. Since 1998, Detik Network, which was preceded by the name Detikcom, had livened up the competition in Indonesia’s online news industry as an online news portal which focused on news and information programming. Detik Network is currently maximizing advertising content, but the attractiveness of advertisers has shifted causing advertiser traffic to decline. Based on the authors’ observation, the total direct advertising and programmatic advertising in 2019 are not meet the expectation. The objective of this research is to propose a business strategy for Detik Network in order to maximize its revenues models. Qualitative method is used to acquire primary data. The qualitative had conducted by an interview with Detik Network’s head of product, section head of the product, product manager, advertisers, and advertising agencies. The business situation analysis was divided into two analysis, which is external and internal analysis. The external analysis was conducted by using PESTEL Analysis, Porter’s Five Forces Framework, Competitor’s Analysis and the internal analysis was conducted by VRIO Framework, Marketing Mix, and STP Analysis. The secondary data obtained from journals, articles, publications, government regulations, and internal data from Detik Network. This research had shown consistent results from a qualitative method that Detik Network could pour once again into a new business model canvas to make a change and addition to the existing business model. The purpose of this study is to identify how Detik Network can improve its business unit to bolster the growth and profitability of the company as well as sustainable competitive advantage to compete with other competitors of the business unit.