DEVELOPING THE SOCIAL MEDIA CHANNEL OF THE BUSINESS TO INCREASE REVENUE IN MADEBY COLLECTIVE

• Main Author: Yanuar Rahadiansyah, Ari
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67755
• Institution: Institut Teknologi Bandung

The creative economy is a new economic sector that can make significant contributions, Indonesia's creative economy has huge potential but faces several challenges. Companies must do innovations to make the business sustainable, digital marketing is one thing that companies can do to their business. With digital marketing companies can expand their business market. There are huge numbers of businesses in the creative economy sector in 2016, this potential must be used to grow the creative economy ecosystem. MadeBy Collective is a brand-new creative agency in Bandung, providing effective strategies to enhance their performance through the creative method. Its services are Photography, Social Media Marketing, and Branding. As a newcomer, MadeBy faced the problem that low brand awareness and company revenue not meeting the target. This research is to find out the root cause of the revenue not meeting the from MadeBy, by observing internal and external factors. Internal analysis is using Marketing Mix (7Ps), Resource-Based View (RBV), and Porter’s Value Chain. The external analysis uses PEST Analysis, Competitor Analysis, and Customer Analysis. After analyzing the internal and external factors of the company, the author uses SWOT Analysis to combine both factors. SWOT analysis is a tool that considers internal strengths and weaknesses and external opportunities and threats. The Root Cause Analysis (RCA) uses to provide a deeper understanding of the problem that MadeBy Collective faced. After knowing some of the root causes, this research will focus on solving the problem of low brand awareness. There are several problems that cause the low brand awareness of MadeBy. To solve this problem, the researcher proposed a marketing strategy using the AIDA model to optimize social media channels. A timeline is created to help the implementation plan of the marketing strategy successfully be executed.