SERVICE PRODUCTIZATION STRATEGY FOR A GRAPHIC DESIGN COMPANY (CASE STUDY: FUNDAMEN STUDIO)

• Main Author: Fadhel Rabbani, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66823
• Institution: Institut Teknologi Bandung

Fundamen Studio was founded in 2018 by Fadhel Rabbani as a graphic design company that creates visual products to improve the value and experience of its client’s products for their customers. This studio in Arcamanik, Bandung, Indonesia, is constituted of a creative community as well as experienced designers and technicians. In March 2020, the Covid-19 pandemic hit Indonesia, causing the majority of visual communication design firms to report that their income had dropped by more than 40%. Several Fundamen Studio business issues that existed before the pandemic were adversely affected by this global phenomenon. Fundamen Studio must be able to discover solutions to recover revenue, rebuild operations, and rethink the company’s organization as part of the research by finding the research objectives, which are: 1. Developing the optimum strategy may Fundamen Studio adopt to recover revenue in the future; and 2. Developing the optimum strategy may Fundamen Studio adopt to improve the company’s competitiveness. This research carried out is an internal analysis that consists of resource, capability, and core competency analysis using the VRIN framework and value chain analysis. The external analysis consists of the general environment, industry, and competitor analysis. These internal and external analyses identify the strengths, weaknesses, opportunities, and threats (SWOT) of Fundamen Studio. The SWOT analysis results show that this company is highly dependent on several customer segments. Other findings include a long sales cycle that makes revenue difficult to predict, as well as a low working capacity and slow operating processes. The TOWS matrix analysis results show a correlation with the effects that can be expected from service productization strategy. Based on these analyses, nine strategies for addressing the research questions have been developed. Fundamen Studio is advised to implement clear pricing, service tiering, and rate fencing in order to recover revenue. These strategies are expected to clearly define what a specific service offer entails and to generate predictable recurring revenue. Fundamen Studio is also suggested to take out service specialization, modularization and bundling, and service standardization in order to improve the company's competitiveness. These strategies are expected to increase the number of leads, increase work capacity, and better match the service offer to the needs of the customer. Project cycle development, human resource development, and platform development for project communication and delivery are three additional strategies recommended. Fundamen Studio is expected to resolve the business issue that occurs through the implementation of the developed strategies.