STRATEGY RECOMMENDATION USING SCENARIO PLANNING FOR FOOD ADVERTISING SUPERVISION IN FACING MEDIA DIGITAL DISRUPTION

• Main Author: Sarah, Shanty
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63519
• Institution: Institut Teknologi Bandung

The number of digital advertising channels is expected to increase in the coming years. The increasing use of digital advertising will expand the scope of advertising surveillance and increase the risk of advertisements not meeting the requirements. Based on food advertising supervision data conducted by the Indonesian FDA in 2020, the increase in food advertising that does not meet the provisions occurred significantly due to the expanded surveillance coverage to some digital media. Today, food and beverage companies are beginning to identify integrated communication opportunities in digital advertising, such as programmatic advertising, game advertising, native advertising, advertising by influencers, and blockchain advertising because it offers a variety of advantages over conventional media. Food advertising supervision will continue to be fraught with uncertainty in the future. Scenario planning allows organizations to anticipate uncertain futures and their consequences, which require careful strategic planning to deal with opportunities and threats. The key focus of the study is how digital media technology will affect food advertising supervision in Indonesia over the next five years. Experts from the Indonesian FDA, Provincial Health Office, Ministry of Communication and Informatics, Academics, Broadcasting Committee, Association of Advertising Companies, The Association of Food and Beverage Companies, and Association of E-Commerce participated in the study. External and internal environments that affect food advertising supervision are analyzed using PESTLE Analysis, TOWS matrix, and System Thinking (Interrelationship Digraphs). The study adopted the five stages of Garvin and Levesque scenario planning for business solutions. Seventeen driving forces and two critical uncertainties were identified based on in-depth interviews and questionnaires. These two critical uncertainties, the advancement of digital technology and the level of digital literacy, were formulated into four scenario frameworks. Each scenario is narrated and formulated with possible implications and option considerations. Through FGD with expert representatives and the Indonesian FDA’s internal team, option consideration was validated. Several strategies and implementation actions are recommended to prepare the organization for various scenarios. The study also formulated early warning signals and indicators that distinguish one scenario from another.