BUSINESS STRATEGY DEVELOPMENT FOR SMALL BUSINESSES TO INCREASE BUUSINESS SALES (CASE STUDY: VVC SPORTS ARENA)

• Main Author: Verdian Inzaghi, M.
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83249
• Institution: Institut Teknologi Bandung

The sports industry is a key component of the economic growth of a nation. In Indonesia, the development of the sports industry still necessitates the involvement of the community and all stakeholders in achieving sporting goals with the assistance of the local sports business. In this case, one of the things stakeholders may do is create good sport facilities. VVC Sports Arena is a sports facility provider company, specifically futsal courts that are integrated with several other facilities in one place. By carrying out the concept of "one-stop'shop" VVC Sports Arena offers a variety of business products with the aim of meeting the needs and desires of consumers including Futsal Field, Minimarket, VVIP Meeting Room, and Caffe. However, the results show that VVC Sports Arena continues to experience losses in the last three years. Initially, management felt that this happened as a result of the COVID-19 Pandemic, but it turned out that after the pandemic was over VVC Ssports Arena was still experiencing losses. Referring to the results of the author's analysis using the 5 why's framework, it shows that VVC Sports Arena needs another business strategy with the aim of increasing company revenue. In the conceptual framework, the author conducts research through internal and external analysis. Internal analysis, which comprises STP analysis, Marketing Mix (4P’s) Analysis, VRIO analysis, and Business Model Canvas are used to investigate the company's internal conditions. External analysis includes PESTEL Analysis, Porter's Five Forces Analysis, and Competitor Analysis. SWOT analysis, and Root Cause Analysis will enhance the company's explanation. VVC Sports Arena uses several tactics as a strategy in promoting their product such as formulating market segmentation, targeting, product positioning, and conducting several promotions such as "word of mouth" marketing, publications, and creating special packages. The results are still not appropriate, and this happens because there is no coherence and consistency of the strategies carried out by VVC Sports Arena. In terms of formulation, the author concludes that the variables in strategy formulation are still not well defined. Based on the current situation faced by VVC Sports Arena, the author proposes a new formulation to increase the company's sales revenue with the formulation of Marketing Mix (4P's), and Proposed Integrated Marketing Communication Strategy.