PROPOSED MARKETING STRATEGY FOR INDIZ MUSIC SCHOOL DAGO

• Main Author: Febri Ramadhani, Karina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63956
• Institution: Institut Teknologi Bandung

The times that continue to change and become increasingly sophisticated from time-to-time force music to adapt. What can be seen recently, for example, is that sales of physical albums have dropped dramatically and are being replaced by the presence of online streaming music such as Spotify, which is increasingly in demand by the public, which can be seen in Figure 1 which shows there are increasing number of Spotify premium subscribers worldwide from 1st quarter 2015 to 3rd quarter 2021. Based on Kemenparekraf , music is defined as all kinds of business and creative activity related to education, creation, recording, promotion, distribution, sales and also music art show. In Indonesia, music is included in one of the sub sector creative economics . Music is projected to become a sustainable national economy that prioritizes adding value to the good through human thought and creativity, which can bring economic benefit to those involved in it as well as improve the quality of life for audiences. Formal education can be reached by taking major or subject that are specially studied about music in college. The impact of COVID-19 was also felt by non-formal education providers such as IMS Dago, which experienced a significant decline in students from when COVID-19 hit Indonesia. With the current uncertain situation and intense competition in this industry, IMS Dago moves to formulate a strategy to increase its competitive advantage which can help companies continue to be market leaders in the industry and attract more customers. Before formulating the right strategy for IMS Dago, it is necessary to do an external and internal analysis. After conducting a SWOT analysis, the authors using TOWS matrix analysis and Marketing Strategy to create solutions so that Indiz Music School can create greater value compared to its competitors. According to TOWS Matrix analysis, there are a total of 12 alternatives and divided into 4 different segments namely SO Strategy, WO Strategy, ST Strategy, and WT strategy and Marketing Strategy implement marketing mix, STP and Value Proposition.