perencanaan strategik pt. imago kreasi komunika tahun 2016 ... · point which no other ......
TRANSCRIPT
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SUMMARY
TETI FILANTRI SIREGAR. PT. Imago Kreasi Komunika Strategic Plan Year
2016-2020. Supervised by HENY K DARYANTO and SETIADI DJOHAR.
This research is aims to provide a strategic planning of an advertising
agency PT.Imago Kreasi Komunika established in 2002. The company grew
rapidly since its establishment, but unfortunately it suffered a great loss in 2013.
In 2014 the company managed to resolve the problem and start to gain profit.
This is an alarming condition for the company. Therefore, strategy planning is
needed to ensure the company could grow and compete with other advertising
agencies.
The aim of this research is to evaluate the vision and mission of the
company, analyse the internal and external factors to formulate the best strategic
plan for the company which will develop a strategic plan for year 2016-2020.
Reasearch was conducted by using a of case study approach of PT Imago
Kreasi Komunika. The analysis method used is descriptive qualitative by
evaluating the vision and mission of the company, and stakeholders expectation.
While to analyse internal and external factors IFAS, EFAS and SFAS matrix were
used. To find the best alternative strategy, TOWS Matrix was also used. To
choose the best strategy priority for the company QSPM method was used.
Research was conducted to seven stakeholders using non probability sampling
with purposive sampling technic by choosing seven internal expert and 3 external
expert.
The result showed that PT.Imago Kreasi Komunika has a Unique Selling
Point which no other advertising agency has, namely Final Artwork Packaging
Design. This USP could be the key success factor for the main strategy of the
company to grow and to compete with other advertising agencies in Indonesia.
Keywords: advertising agency, EFAS, IFAS, SFAS, Strategic plan