PROPOSED BUSINESS STRATEGY TO IMPROVE BUSINESS PERFORMANCE AT DIGITAL MARKETING AGENCY (CASE STUDY: DYNAMIC INDONESIA)

• Main Author: Maisa Asri, Fadhita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/60976
• Institution: Institut Teknologi Bandung

Due to rapid growth of technology advancements and high internet penetration, digital platforms hold a huge opportunities in marketing. Digital marketing has been the most effective method of product marketing, especially in this pandemic era with various stages of lockdowns, it force people to stay at home and internet is the solution to stay connected. As the digital marketing industry becoming more attractive, it force each company in digital marketing industry to be able find a strong position in the market. Dynamic Indonesia, digital marketing industry based in Pontianak, has a vision to obtain 10,000 marketing project in 2025. On average, it means that the company need to acquire at least 1,250 different project for each year. But the current number of projects are far behind the vision stated. According to the CEO, Dynamic Indonesia has facing declining number of clients and also not yet define a clear target market and where they want to focus on. In this current condition, they targeting from all of sector, which means anyone could be their customers. The purpose of this study is to define why the current condition could not meet the company’s vision and what the company need to do to enhance business performance to achieve their vision. This research analyze the internal and external environment of the company to understand the condition and get a clear picture of the root causes of the problem. External environment will be analyze using PESTLE and Porter’s Five Forces while internal environment will be analyze according to Resources Based View (RBV) approach, STP, Service Marketing (7P) and Strategy Diamond. Based on analysis, there are several issues related to product, promotion, people and process that could be the boundaries to enhance business performance. Overall, monitoring, evaluating and arranging resources in everyday activities are the main root causes. The absence of this process create a problem where company fails to identify most valuable and efficient use of resources. This lead to an unknown on which activities should be removed or improved. Dynamic Indonesia also not define their target market yet that create a large and diverse target customer. Then, company’s strengths, weaknesses, opportunities and threats will be described through SWOT analysis to evaluate company’s competitive position. Suitable business strategy will be formulated using TOWS Matrix, Ansoff Matrix, Service Marketing Program and Business Model Canvas. Based on research, the author suggest Dynamic Indonesia to adapt market penetration strategy with aiming to increase market share. Instead of chasing all customers from different kind of industry, the author suggest that Dynamic Indonesia could try to focus on serving client from one type of industry. It will enhance professionalism and experience in specific fields to build expertise and strong portfolio. W/O (Weakness and Opportunities) strategies should be prioritize based on agency’s capabilities and limitedness of resources that they has. These strategy are expected to shore up agency’s internal weakness to improve company’s performance by taking advantage of the opportunities. Furthermore, to make business continue to grow, find strong position in the market and sustain in the long run.