PROPOSED BUSINESS STRATEGY FOR KATADATA TO SCALE UP CURRENT LEADING EXISTENCE

• Main Author: Kurnia Maharani, Faradita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57639
• Institution: Institut Teknologi Bandung

The digital economy and business have become an essential part of our lives these days. One of the fastest-growing industries in the digital sector is online media, with extremely stiff competition. According to the Ministry of Information Technology and Communication in 2018, Indonesia has more than 48,000 online media. Katadata was established on April 1, 2012, in Jakarta, with a production focus on the economic and business sectors. Momentarily Katadata is one of the trusted online media that has received many awards. Katadata's strength lies in its ability to integrate journalistic power, data processing, and research, as well as attractive design. The research in this final project will focus on discussing the business strategy proposed for Katadata based on a comprehensive and in-depth analysis of influences from both inside and outside the company. With the objective of identifying, analyzing, and evaluating the factors that may lead to the rapid growth of online media in Indonesia. Formulate the most suitable business strategy to take and provide recommendations for improvements that can be performed. Business strategy formulation is carried out using several analytical frameworks in the form of STP Framework Analysis, VRIO Framework in conducting internal analysis. As well as using and Porter's Five's Forces Analysis and Competitor Analysis as a framework for analysis outside the company. Moreover, use SWOT Analysis to combine internal and external analysis. The research results based on the analysis that has been done will be formulated using the TOWS Matrix, Porter Generic Strategy, and Diamond Strategy frameworks. Furthermore, continued with business advice given through the form of Proposed STP and the proposed Business Model Canvas, which is also equipped with an implementation plan for each step. Based on the analysis that has been done, the recommended strategy formulation considering the conditions where Katadata is in a sector with many players in similar markets is Strategy Focused Differentiation. Because Katadata might strengthen the company's position through the competitive advantages of its products, namely the integration of journalistic strength, research, data, and an attractive and easy-to-understand representation, and to attract a more prominent potential target market, Katadata can add new articles outside the economic and business sectors and distribute them through a brand-new integrated portal to further increase user convenience.