BUSINESS STRATEGY DEVELOPMENT OF MISBAR CINEMA (BRAND NEW OUTDOOR CINEMA COMPANY)

• Main Author: Arif Salsabil, M
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53220
• Institution: Institut Teknologi Bandung

Misbar Cinema is a brand-new organization engaged in lifestyle, event, creative and entertainment industry that focuses on experiential movie screening. The problem that Misbar Cinemas facing right now is that Misbar has a low retention rate meaning they have a low reoccurring customer even though Misbar Cinema has already done 8 events in 2019. The purposes of this research are first, to asess the current condition of Misbar Cinema. Second, to analyze of what the reason behind Misbar Cinema has a low retention rate. Third, is to develop a business strategy that helps Misbar Cinema to increase its user. The research methodology used for this research is qualitative approach by using interview and descriptive survey method is also used. Internal and external analysis is used as a tool to analyse data of Misbar Cinema collected before. Based from the analysis, the result show that Misbar Cinema has a low retention rate because of the inconsistency of the events that Misbar Cinema made. The other factor is that Misbar Cinema needs to increase their promotion more so the brand will get more recognition. Internal analysis (STP, Marketing mix 7P, resource based view, porter value chain) and external analysis (Pestel, Porter Five forces, Consumer analysis) are used for the analysis.