PROPOSED BUSINESS INNOVATION TO INCREASE NUMBER OF SALES (CASE STUDY BY PT SVARA SOUNDSIGHT)

• Main Author: Puspa Perdana, Putri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77510
• Institution: Institut Teknologi Bandung

PT Svara Innovation Indonesia is a start-up that is engaged in media, broadcasting, entertainment, and advertising. Svara has many products including Svara Soundsight which is a case study in this research. The obstacles faced by Svara Soundsight were the decline in sales at the beginning of 2022 due to the cessation of KFC from subscribing to the Svara Soundsight service, and the absence of new users during 2022. Then the purpose of the research is to analyze internally and externally what factors affect the decrease in the number of monthly active users of Svara Soundsight and design what business innovation strategies can be done to increase Svara Soundsight users in the future. Internal analysis carried out is STP, Marketing mix 7P and VRIO which is intended to find out the weaknesses and strengths of Svara Soundsight. Then external analysis is carried out, namely competitor analysis, potential customer analysis and PESTEL analysis to find out the opportunities and threats faced by Svara Soundsight products. The findings from internal and external analysis are used to compile a SWOT analysis, then an ERRC analysis is carried out, and a business canvas analysis is currently being used by Svara Soundsight. Based on the previous SWOT analysis, the TOWS Matrix analysis was compiled to determine the S-O, W-O, S-T, and W-T strategies. The author also recommends which parts need to be Eliminate, Raise, Reduce, and Create based on the ERRC analysis. Based on all the analyzes that have been carried out, the researcher proposes a new Business Model Canvas, including forming an IT support and marketing team that specializes in managing svara soundsight, making applications for mobile android and ios which are expected to make it easier for users to operate applications and create marketing campaigns in collaboration with musicians and music labels.