INNOVATION STRATEGY FOR GROWTH ORIENTATION (CASE AT SELFSCAPE STUDIO)

• Main Author: Rachmatiyah, Nuzul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87223
• Institution: Institut Teknologi Bandung

The decline in revenue experienced by Selfscape Studio highlights the need to redefine the business strategy to remain competitive and respond to changing customer preferences. As an independent photo studio offering personal photography services, Selfscape faces challenges from increasing competition and shifting market trends. This study aims to formulate a strategic framework for Selfscape Studio to address these challenges through growth strategies identified using the Ansoff Matrix. This study uses a structured analysis, such as Resources-Based View (RBV), Competitor Analysis, and Customer Insight. The findings from this analysis are formulated into SWOT matrices to identify the company capabilities. A qualitative method approach was used to identify a depth-analysis from the several data. Data were collected through desk studies, observations, focus group discussions with stakeholders, and a survey of 200 loyal customers who have made at least two transactions. The results show that Product Development is the most relevant growth strategy for Selfscape Studio, as identified through the Ansoff Matrix. The proposed innovation strategy includes the introduction of AI-based editing services, personalized thematic photo packages, and a self-service product photo booth for MSMEs. This strategy is designed to enhance customer experience, expand market reach, and strengthen the company's unique value proposition.