Abstract:
This study aims to determine the marketing strategy of PT. Musik Kece Indonesia
as a startup company using SWOT analysis to gain competitive advantage in Music
Industry. The cornerstone of the theory used in this study are a marketing strategy,
Porter’s five force analysis, SWOT Analysis and Marketing Mix. The research
method used in this study is a qualitative research design with case study approach.
This study uses four resource persons as research subjects, which consisted of one
person owner PT. Musik Kece Indonesia, one person PT. Musik Kece Indonesia’s
director, and two people from benchmark companies (Indomusikgram and
MusixMax). The result of the Porter’s 5 Force analysis show that the threat of new
entrants is high enough for PT. Musik Kece Indonesia, the bargaining power of
suppliers for PT. Musik Kece Indonesia is fairly low, the bargaining power of
consumers is high, companies such as song publishing which currently increasing
could be a threat of products substitute for PT. Musik Kece Indonesia business in
Jakarta, business competition faced by PT. Musik Kece Indonesia is very high.
Furthermore, the SWOT analysis results indicate that the marketing strategies can
be used are : maximizing all existing social media, collaboration with TikTok, be
open with the employees, make an online singing competition and upgrade the
quality of results.
