PROPOSED BUSINESS STRATEGY FOR PT. KHARISMA CAKRAWALA NUSANTARA

• Main Author: Zenas Putri, Esmeralda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49279
• Institution: Institut Teknologi Bandung

PT. Kharisma Cakrawala Nusantara is an advertising agency startup that specialize in conventional media such as television and newspaper. PT. Kharisma Cakrawala Nusantara was established in 2004 that headquartered in Surabaya and has one branch in Jakarta. This company serving many clients in many industries mainly in Indonesia market. The main clients are including Pertamina, Suzuki (Motorcycle), as well as Polygon (bicycle). Nowadays, Indonesia provides a lot of business opportunities because Indonesia currently experiencing a fast-economic growth. One of the industries that support the economic growth is advertising industry. Without any advertising, companies cannot run their business because it is one of the main ways for them to advertise their product and to introduce their product to the public. The challenge that PT. Kharisma Cakrawala Nusantara face is because of the increasing in online transaction and internet users, many companies start to focus on digital marketing. In order to be able to compete with the other competitors, PT. Kharisma Cakrawala Nusantara have to have different strategy. The objective of this research is to analyse the internal as well as external factors in the company’s environment. In order to get the most suitable business strategy, this analysis would be very important. For the internal environment analysis, the researcher use VRIO analysis as well as Business Model Canvas (BMC). For the external environment analysis, the researcher use PESTEL analysis, Porter’s Five Forces analysis, and competitor analysis. The problem of PT. Kharisma Cakrawala Nusantara is located in the internal development especially in the variety of product that are not following the current trend in the market. Other than that, the lack of marketing activities also become the problem of the company. PT. Kharisma Cakrawala Nusantara should use diamond strategy as the most suitable strategy. The implementation plan is divided into three categories, which are product development, marketing activities, as well as operation.