Abstract:
Music Industry is not a realm that can be underestimated, whether it is for personal
enjoyment, livelihood, or a source of income that is quite calculated for a country when
viewed from a macroeconomic perspective. The purpose of this research is to analyze the
company performance of Medan Musik as a successful Music School and provide the best
strategy towards the competitors' actions. In this research, the researcher will use
qualitative methods. The data collection will use in-depth interviews as a primary data to
collect the needs which will be useful for the Internal Analysis and use the secondary data
to collect the needs for competitors' future strategy. The participants in the interview will
consist of the management of Medan Musik and the major stakeholders, such as the
Employee and Student. The data analysis technique used is the Nadler-Tushman
Congruence Model which acts as a company performance analysis tool and Porter's Four
Corner Analysis as a provider of the best strategy suggestions for Medan Musik. The
results of this research show that internal factors greatly influence Medan Musik's
performance results as a company and a tool to provide future plans for Medan Musik by
looking at competitors. Apart from that, the role of art and informality also has an impact
on the results of this research.
