ANALISIS STRATEGI BERSAING PT SINEMART INDONESIA
| Main Authors: | , Glenda Larinka, , Drs. Saifuddien Hasan, MBA. |
|---|---|
| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/99658/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55803 |
Daftar Isi:
- Television film industry as one of the creative industries sub-sectors is currently experiencing rapid growth. Watching television as a source of entertainment are increasingly popular among Indonesian society, as evidenced by the increasing number of television viewers from year to year. PT Sinemart Indonesia is one production house that focuses on soap operas or sinetron. Sinetron, regardless of its controversial effects on society, is being favorited by television stations. Despite the appeal of soap operas, the competition between production houses are quite strict. Business competition is also increasingly complicated by a dynamic industry conditions and the future are full of challenges and uncertainties. PT Sinemart need to analyze these external factors and formulate appropriate strategies through SWOT analysis. Through analysis of Porter's driving forces, it is found that the highest threat comes from its substitution. The closest substitution of sinetron are other types of programs aired on television, such as the talk show, news, infotainment, documentary, music, variety show, and other events. These results are corresponding with the results from Strategic Group Mapping analysis, where the distance between the companies are close to each other. The positions indicates the intensity of competition in the industry are high between sinetron with other types of programs that also offer entertainment functions to viewers. The appropriate strategy to face the threat of substitution is differentiation. This strategy is also appropriate to be applied because television stations tend to be willing to pay premium prices for products made by an experienced production house, whose sinetron has consistently good ratings. However, the differentiation strategy can�t lead to superior performance unless its value to consumers exceed the costs. So this strategy should be supported by appropriate functional strategies to give maximum benefit to the company's value chain.