ANALISIS RANCANGAN STRATEGI BISNIS PLAY BY FELIX

• Main Author: Mardiani Safitri, Claudya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70896
• Institution: Institut Teknologi Bandung

PT Felix is a consulting company for employee training activities. The covid-19 pandemic was a disruption to the training activities carried out by PT Felix. This major environmental change pushed PT Felix to create a new business, game-based online course (gboc) service that provides learning programs in a games format, called Play by Felix. Product development for Play by Felix experienced several problems, including product launches postponement. According to the literature studies, the performance gaps experienced by the company and external problems in the form of major environmental changes indicates a missing link in the chain, namely changes in business models that weren’t accompanied by strategic adjustments. This was also revealed by the results of the interviews with the company which stated that there was no business strategy for play by felix this time. Play by Felix’s need for business strategy will be accommodated by this research which will formulate business strategies for Play by Felix. The business strategy formulation process is carried out in three stages, the input stage, the matching stage, and the decision stage. This process uses the standard strategy formulation reference by David & David (2017). The input stage is carried out by identifying the Play by Felix’s internal and external key factors. The constructs used in this process are the business model canvas (BMC) framework, PESTEL, and Porter's five strengths. The key factors obtained from this stage include 6 strengths, 14 weaknesses, 13 opportunities, and 9 threats. These key factors are then assessed and weighted in the IFE and EFE matrices. The final scores for IFE and EFE were 2.21 and 2.86 respectively. The matching stage is used for formulating a strategy based on the results of the key factors that have been obtained at the input stage. This stage is carried out using the IE and SWOT matrix.The IE matrix uses EFE and IFE’s score, resulting Play by Felix to be in quadrant V (hold & maintain strategy). Strategy formulation xii is carried out by matching each key factor in the SWOT matrix based on hold & maintain strategy. The results of this matching are four alternative strategies that have gone through validation and aggregation processes. The last stage, the decision stage, is used to determine the priority of each strategy using the QSPM matrix. The results of the strategic priorities based on the highest priority are as follows. 1. Minimization of production costs for strategic cost leadership 2. Maximizing marketing activities for Play by Felix 3. Acquire and develop market coverage from young professionals to UMB 4. Provide improvements to the game production process