DETERMINATION OF MARKETING STRATEGY USING SWOT ANALYSIS TO GAIN MARKET IN MUSIC INDUSTRY (A Case Study of PT Musik Kece Indonesia)

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.