PROPOSED BUSINESS STRATEGY TO INCREASE COMPANY’S COMPETITIVE ADVANTAGE; CASE STUDY OF THE LUNAR STORY

• Main Author: Nur Fadhlillah, Raihan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53407
• Institution: Institut Teknologi Bandung

Number of populations in Bandung City based on marital status continue to grow from year to year. In Indonesia, marriage become a ceremony and celebration of couple’s happiness. Not only for couples, the wedding industry has become a potential for entrepreneurs. According to Indonesia 2020 wedding forecast, Wedding Photography is in the 3 biggest wedding budget allocations. The Lunar Story established in 2018 and located in Bandung, providing photography and videography services, specializing in wedding journalism by storytelling as their signature style. According to internal and external conditions, The Lunar Story has difficulties to compete in the wedding photography industries because of lack of production capacity that caused lack of competitive advantage This research attempts to find the effective business strategies to increase competitive advantage of The Lunar Story by using qualitative method. To analyze the current conditions of the company, literature review is applied for this research. The Lunar Story applies Resource Based View analysis and VRI analysis. Porter’s Five Forces and Competitor Analysis are used for external analysis. The calculation of Internal and External analyses reveals the coordinate of company’s position in SWOT quadrant for determining the development strategy. Porter’s Generic Strategies and McKinsey 7s Framework are methods used to implement strategies. Based on business exploration, the strategies used are Diversification Strategy and Differentiation Strategy. By implementing this strategy, it is hoped that The Lunar Story can increase its competitive advantage with other competitors and achieve its project targets per year. With this research, The Lunar Story is expected to continue its growth and development of the company, be able to compete in the photography industry, and become one of market leaders in the field of wedding photography, as well as to provide services and products that customers want.