PROPOSED BUSINESS STRATEGY FOR PT.DINASTI KREATOR CANTIK INDONESIA (PT.DKCI)

• Main Author: Vania Subrata, Alifah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70652
• Institution: Institut Teknologi Bandung

PT DKCI is a digital agency that is still considered to be developing and has not been able to fully utilize the capacity of its employees, for businesses that want to focus on the beauty industry. DKCI had wanted to try to serve and provide its services to anyone, but that lowered its quality level because it entered an area that it had not yet mastered. The world of digital agencies places a high priority on service, where with many new executive accounts it will increase the number of clients, with so few personnel from the DKCI team now that DKCI has not been able to add the number of customers and grow its business. The approach that will be used to solve this problem is to analyze the business environment both from within and from outside the customer side before the writer can design a new business strategy. The external environment will be analyzed using the framework, PEST, and Porter's five forces. The internal environment will be studied using analytical data obtained through qualitative interviews with several DKCI employees and clients who are currently undergoing projects with DKCI, as well as with a literature review. The two environmental analyzes will be combined in a SWOT analysis to find strengths, weaknesses, opportunities and threats which will then be formulated with Porter's generic strategy, diamond strategy and also a new business model canvas. The results of the study conducted will show the advantages of DKCI and also the need to advance DKCI's agency business to become more efficient and move forward, by hiring several new personnel for positions such as account executives and sales department. Communication and focus on the beauty industry are key activities that reinforce desire for recommendations as well as strong customer and seller relationships.