PROPOSED MARKETING STRATEGY FOR ENVIRONMENTAL GRAPHIC DESIGN STUDIO: A CASE OF ADAGIO STUDIOS
The creative sector in Indonesia is encouraged in order to contribute to the National Economy. The economy of the creative industry needs to ensure how to maximize performance for economic growth. BEKRAF (Badan Ekonomi Kreatif) presented statistic Graphic Design contributes (0,07%) to GDP (Gross...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/50332 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The creative sector in Indonesia is encouraged in order to contribute to the National
Economy. The economy of the creative industry needs to ensure how to maximize
performance for economic growth. BEKRAF (Badan Ekonomi Kreatif) presented statistic
Graphic Design contributes (0,07%) to GDP (Gross Domestic Product), where graphic
design is the smallest sub-sector in the creative industry, there are more opportunities in this
industry with this fresh concept for the Indonesian market.
As a small studio in the field of Environmental Graphic Design, Adagio Environmental
Graphics Studios sees potential and takes the opportunity, especially in Bandung and Jakarta.
However, the problem is that the studio experienced losses in projects from February to July
2020.
This research uses the qualitative method. Internal and external analysis is used in literary
studies. For instance, the internal analysis of STP analysis and marketing mix is based on
theories from journals and books. External analysis that analyzes PESTEL and Porter’s five
forces also conduct competitor analysis. Benchmarking competitors by in-depth interviews
of several respondents from similar industries in the graphic design sector to gain insight
and analyze their marketing strategy and marketing activities. SWOT Matrix to identify the
main problem for the company and applied to the TOWS matrix.
Based on exploratory, Adagio Environmental Graphics Design Studios provide a responsive
website and promote it through social media advertising with invoices as list the services
provided by TOWS Matrix and a comparison competitor in a similar company. The
systematic step contained the results in the marketing timeline arranged within six months
to contain the budget for uses.
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