USULAN PERUMUSAN STRATEGI PT X BERGERAK DI BIDANG DIGITAL MARKETING

• Main Author: Aulia Bachtiar, Zhenesya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66065
• Institution: Institut Teknologi Bandung

PT X is a service company related to digital marketing. In 2020, there are revenue decreased significantly. This decrease was caused by the company’s inability to maintain their main customer’s orders. In 2020, there is also dynamic environmental changes due to Covid-19 that also tightened competition in digital marketing industry. Based on the preliminary interview with the company’s CEO, PT X hasn’t been implemented strategic management that should’ve help company to develop and adapt due to a dynamic environmental change. Formulation of strategy is needed by PT X as the initial stage in implementing strategic management. At the initial stage, identification of the company vision, mission, and values is an important variable in strategy formulation. Strategy formulation start with identifying and evaluating the company’s environmental factors. Internal analysis is conducted using the Business Model Canvas approach. External analysis is conducted using the PESTLE and Porter’s Five Forces Analysis approach. Evaluation of the internal and external factors is done by using IFE Matrix and EFE Matrix. Based on the company’s internal and external factors, an alternative strategy is formulated by using IE Matrix and SWOT Matrix. IE Matrix generates 2 alternatives for PT X, while SWOT matrix generates 12 alternative strategies for PT X. Based on the aggregation and validation process, there are 3 strategies recommended for PT X. The determination of the company’s strategy is conducted by using QSPM. QSPM results show that the company’s strategy priority are market penetration, product development, and market development.