Marketing Strategy Analysis of DJ Arie Public Speaking and Broadcasting School
Dilami Aulia Fatima1*, AMA Suyanto1
1 Faculty of Economics and Business, Telkom University, Bandung, Indonesia
*Corresponding Author: [email protected], [email protected] Accepted: 15 April 2022 | Published: 1 May 2022
DOI:https://doi.org/10.55057/ajrbm.2022.4.1.24
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Abstract: Increasing of internet technology make easy to do business, especially on public speaking and broadcasting industry. There are many public speaking and broadcasting institutions that compete each other. This phenomenon causes various consumer have choices in selecting public speaking training institutions. This Research aims to find, business strategies and marketing strategies of DJ Arie Public Speaking and Broadcasting School. This study used qualitative method. Data collection method was done by using in-depth interviewing and triangulation techniques. There are six people who interview consisting of two key people, one expert person and three additional people. The person was selected by purposive sampling and conducted with interview techniques. Data analysis techniques in this study consist of SWOT, internal and external environment analysis, marketing mix strategies. The result of the research obtained that DJ Arie has to implement of “grow and build” business strategy as well as marketing strategies in term of horizontal integration by collaborating business with other institution, market penetration to new demographic area and product development of DJ Arie Services.
Keywords: SWOT, Internal Factor and External Factor Analysis, Business Strategy and Marketing Strategy
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1. Introduction
Figure 1: (IP-TIK) Indonesia
ICT Development Index shows always increases by 5.07 to 5.32 since 2018 to 2019 and increase 5.59 in 2020 (Figure 1: IP-TIK Indonesia). This index indicates that internet also increase rapidly on those periods. Increasing of using internet trigged of an industry to adopt as tool of a business.
Institution of public speaking and broadcasting is one of an industry which adopting internet as their business tools, including DJ Arie as an public speaking and broadcasting institutions (Databoks.katadata.co.id, 2021).
Increasing technology internet, A business institution can come up with ideas and solution online, without the need to meet face to face. Public speaking 4.0 was formed (Rendy, 2021). Table 1 shows the number of public speaking in Indonesia which deliver services public speaking and broadcasting.
Table 1: List of Public Speaking and Broadcasting Training in Indonesia
Public speaking and broadcasting training in Indonesia, both those that have been established for a long time such as DJ Arie Public Speaking and Broadcasting School which has been established from 2004. Increasing technology make DJ Arie Public Speaking and Broadcasting School not only delivering training offline, but now start to use online training (Ghozi, 2021).
No. Name Year
Standing
Location Price Service Followers
Followers Twitter Online Offline
1. Dj Arie Public Speaking School
2004 Bandung Rp. 790.000- 3.000.000
V V 7.317 12.100
2. Ganesha Public Speaking 2009 Bandung RP.2.500.000 V V 15.100 -
3. Merry Riana Learning Center
2014 Jakarta, TangerangSurab aya
Rp.200.000 /pertemuan
V V - -
4. Numberone Broadcasting
2008 Bandung Rp. 2.500.00 - V 1.171 1196
5. Public Speaking Academy
2012 Jakarta, Surabaya, Semarang, Bandung
RP. 3.500.000 V V 12,500
6. Public Speaking Semarang
2009 Semarang Rp.1.500.000 - V 595 -
7. Tantowi Yahya Public Speaking School
2009 Jakarta Rp.3.136.000 V V 6.155 -
8. Speaking.Id 2019 Solo Baru, Jawa Tengah
- V V 15.100 -
9. Presenta 2015 Jakarta,
Bandung, Semarang, Yogyakarta
- V V 764 -
10 Kelasbicara.com 2021 Jakarta,
Semarang, Yogyakarta,
Surabaya.
499.000 V - 58.500 -
Table 2: Implementation of Online Classes of Public Speaking and Broadcasting Institutions
In management aspect, especially POLC (Planning, Organizing, Leading and Controlling) aspects, is fully held by Mas Arie as the owner of DJ Arie, its impact for developing business because everything is done by himself, Mas Arie admits that he is a person who has background in public speaking and broadcasting. Therefore some management aspect may not be able to manage professionally (Ardianto, 2022).
Figure 2: Graph of Decline in The Number of Student DJ Arie
In the past 3 years there has been decrease of student in DJ Arie Public Speaking and Broadcasting School, period 2018-2021. From the figure 2 shows in detail of the last three years decreasing number of students at DJ Arie Public Speaking and Broadcasting School. The most significant decrease occurred during the pandemic, where in 2018-2019 the number of students in the class in a batch ranged from 17-21 but during the pandemic in 2020-2021 there was a significant decrease of about 12-15 students in each batch.
Based on the background above, the researcher wants to analysis of the internal environment and the external environment analysis, to identify business strategy marketing strategy of DJ Arie Public Speaking and Broadcasting School.
2. Literature Review 2.1 Marketing
According to Pamungkas (2018:20) marketing is a process to introduce product or service on market, where marketing department will do various ways to create product or service in demand
Already Maximal in online training
Not already Maximal in online training
Not applying online training Ganesha Public Speaking Dj Arie Public Speaking and
Broadcasting School
Number one Broadcasting Presenta Merry Riana Public Speaking Public Speaking Semarang Public Speaking Academy
Tantowi Yahya Public Speaking
Speaking.id Kelasbicara.com
0 50 100 150 200 250 300
161-172 173-184 185-196 197-205
2018 2019 2020 2021
Total Murid DJ Arie
by the public at large. marketing is an activity carried out as a form of gratification of the needs of consumers to obtain long-term profits of the company (Widyastuti, 2017: 81).
2.2 Marketing Strategy
Marketing strategy is an activity integrated marketing who have a goal to achieve a beneficial and grow to increased company’s market share (Zainurossalamia, 2020:30). Combination of a detailed and systematic plan for the overall guidance in carrying out marketing activities to generate profits (Aryanto et al., 2021: 9).
2.2.1 STP (Segmentation, Targeting, Positioning)
According to Widjojo (2017:49) segmentation is the process of sharing segments, divided the market into small groups based on 4 elements consist demographics, psychographics, behavior and geography. Targeting identified as an activity in conducting assessments and selection between one or more market segment (Aryanto et al.,2021:87). Positioning is one of the strategies marketing, it’s about the way a product or brand of a company received (Widjayanti, 2017:36).
2.2.2 Marketing Mix
According to Ritongga et al., (2018:114) the beginning of marketing mix was only having 4p includes place, promotion, price and product, but now added to 7p which includes place, product, promotion, people, process and physical evidence
2.3 Digital Marketing
According to Digitalmarketers (2018:24) digital marketing is an act in promote and sell products and service by utilizing tactics online marketing such as social media marketing and email marketing. Digital marketing is a variety of efforts in terms of marketing that can use internet- connected devices with various forms of digital strategies and media (Chakti, 2019: 11).
2.4 SWOT Analysis 2.4.1 SWOT
According to Widdah & Huda (2018: 71) SWOT is a whole of factors in every function both internal and external factors. SWOT is evaluation of Strength, Weakness, Opportunity, and Threats. SWOT analysis includes internal and external supervision in terms of internal and external scope of marketing (Kotler & Keller, 2018:71).
2.4.2 Matriks SWOT
According to Wijayanti (2019:19) Matriks SWOT can be mapped in four, SO (Strength- Opportunities), WO (Weakness-Opportunity), WT (Weakness-Threats) and ST (Strength- Threats). The four strategies are used to facilitate existing SWOT mapping to find solutions.
2.5 Internal and External Environment Analysis
According to Ahmad (2020: 43) Analysis internal factor of the company is unity of formulation, implementation and evaluation taken from each decision to achieve the company’s goals. External environment analysis important factor that company to make a decision-making process (Panjaitan
& Yadiman, 2019)
2.6 Matriks IFE
Matriks IFE (Internal Factor Evaluation) ia an assessment that taken based on internal factors company, here this IFE will conduct evaluation related to strength and weakness of the company (Isniati & Fajriansyah, 2019:194).
2.7 Matriks EFE
According to Isniati & Fajriansyah (2019:194) EFE (External Factor Evaluation) is a matrix that contains related to how assess the environment external in conducting evaluations related to opportunities and threats.
2.8 Matriks IE
Matriks IE (Internal-Eksternal) is the matrix used for mapping position of a company, related to strength and weakness in the company. In matriks IE there are two dimensions of the target, total value of IFE for X and the total value of EFE for Y (Suci, 2015:87).
3. Methodology 3.1 Social Situation
This study used in depth interview and using purposive sampling techniques, the speakers in this study there were 6 people consisting of 2 key informant, 1 expert informant person, and 3 additional informants. Key informants are taken based on the person who knows best and understands the situation. Expert informant was selected with the intention of being a neutral person. Additional informants have experience in learning at DJ Arie Public Speaking and Broadcasting School.
3.2 Data Collection
This research uses qualitative which is used as a human instrument. In its implementation, the author uses two data collection techniques that include interviewing and triangulation. here is the data of the informant used for data collection in the form of interviews.
Table 3: Data of informant for interview
No. Name Position Time and location Interview
1. Arie Ardianto Owner DJ Arie Public Speaking and Broadcasting School. (Key Informant)
Monday, 10 January 2022 at 6.30 P.M, located in Jl. Tamansari No. 42A Bandung City, West Java.
2. Fauzan Ghozi Manager DJ Arie Public Speaking and Broadcasting School. (Key Informant)
Monday, 10 January 2022 at 4 P.M, located in Jl. Tamansari No. 42A Bandung City, West Java.
3. Alan Albana Trainer DJ Arie and Public Speaker. (Expert Informant)
Tuesday, 11 January 2022 2.15 P.M, Located in RRI Bandung, Jl. Diponegoro No.61, Cihaur Geulis, Bandung City, West Java.
4. Monika Hayatan Nufus
Student DJ Arie Public Speaking and Broadcasting School. (Additional Informant)
Sunday, 26 December 2021, 1.30 P.M, Via Zoom Meetings.
5. Naurah Gardenifa Salsabila
Student DJ Arie Public Speaking and Broadcasting School. (Additional Informant)
Saturday, 25 December 2021, 8 P.M Via Zoom Meetings.
6. Maitsa Fauziah Student DJ Arie Public Speaking and Broadcasting School. (Additional Informant)
Wednesday, 29 December 2021, 2 P.M Via Zoom Meetings.
3.3 Data Analysis
After interviewing key person on DJ Arie Public Speaking and Broadcasting School Tabel 4 is the result of the interview.
Table 4: SWOT
We can see from Table 4, the research found that DJ Arie has more strength over weakness and have same point of opportunity and threats.
4. Discussion and conclusion 4.1 Matriks IFE
The Internal Factor Evaluation Matrix (IFE) is a matrix used in evaluating the DJ Arie internal factors. The IFE matriks indicate that strength and weakness from DJ Arie. Results of the IFE Matriks will be described as follows on Table 5:
Strength Weakness
1. Have a focused STP to the age of 15-35 years. 1. All existing management functions are only performed by the owner.
2. The curriculum was formed originally through Kang Arie’s own experience as a public speaker and announcer.
2. All concerns data information through management done with manual input.
3. Apply theory 30% and practice 70%. 3. The current financial condition is quite surviving.
4. There are no significant obstacles that affect the learning process.
4. DJ Arie is doing more offline learning and has not maximized his online class.
5. Have a variety of products, both tangible and intangible that can be selected as needed.
5. Social media DJ Arie school officially or official account only using Instagram media.
6. Trainers are professional in delivering materials well. 6. Only use the advertising promotion mix through Instagram ads and Word of Mouth (WOM) 7. The price is affordable and in accordance with the
quality.
8. The place of learning both online and offline is adequate.
9. Strategic location because it is located in the middle of Bandung City.
Opportunity Threats
1. The rise of the public speaking industry due to the advancement of social media.
1. Declining economic growth in Indonesia in the past 2 years has affected the public speaking industry.
2. People are getting more basic in having the desire to learn public speaking.
2. Government regulations affect DJ Arie, especially when there is PPKM..
3. Online platforms such as zoom, facilitate the development of the public speaking industry.
3. Popping up products that are not completely substitute but have an influence on public speaking.
4. The competition that occurs today is quite a lot but the one that has survived only part of it.
4. Competitors can easily enter the industry.
Table 5: Internal Factor Evaluation Matrix (IFE)
Key Internal Factors Weight Rating Weighted
Score Strengths
1. Have a focused STP to the age of 15-35 years. 0.09 4 0.36 2. The curriculum was formed originally through Kang
Arie’s own experience as a public speaker and announcer. 0.09 4 0.36
3. Apply theory 30% and practice 70%. 0.08 3 0.24
4. There are no significant obstacles that affect the learning process.
0.07 3 0.21
5. Have a variety of products, both tangible and intangible that can be selected as needed.
0.08 3 0.24
6. Trainers are professional in delivering materials well. 0.07 3 0.21 7. The price is affordable and in accordance with the
quality.
0.08 3 0.24
8. The place of learning both online and offline is adequate. 0.09 4 0.36 9. Strategic location because it is located in the middle of
Bandung City.
0.09 4 0.36
Total Strength 2.54
Weakness
1. All existing management functions are only performed by the owner.
0.05 2 0.1
2. All concerns data information through management done with manual input.
0.05 2 0.1
3. The current financial condition is quite surviving. 0.03 1 0.03 4. DJ Arie is doing more offline learning and has not
maximized his online class.
0.05 2 0.1
5. Social media DJ arie school officially or official account only using instagram media.
0.03 1 0.03
6. Only use the advertising promotion mix through Instagram ads and
Word of Mouth (WOM)
0.05 2 0.1
Total Weakness 0,46
TOTAL 1,00 3.00
Based on the analysis of the internal marketing environment found that the position of DJ Arie is in coordinate 3.00. It means that the internal marketing environment of DJ Arie is relatively high in terms of internals because it is above of an average score of 2.5 which means that can be maximized the power possessed and can overcome and deal with existing weaknesses.
4.2 Matriks EFE
The external factor of DJ Arie Public Speaking and Broadcasting School describe on Table 6. This table found that the point of opportunity same with point of threats. Result EFE Matrix from DJ Arie Public Speaking and Broadcasting School will be described as follows:
Table 6: External Factor Evaluation Matrix (EFE)
Key External Factors Weight Rating Weighted
Score Opportunity
1. The rise of the public speaking industry due to the advancement of social media.
0.15 2 0,16
2. People are getting more basic in having the desire to learn public speaking.
0.16 4 0.64
3. Online platforms such as zoom, facilitate the development of the public speaking industry.
0.08 3 0,45
4. The competition that occurs today is quite a lot but the one that has survived only part of it.
0.14 3 0,42
Total Opportunity 1,67
Threats
1. Declining economic growth in Indonesia in the past 2 years has affected the public speaking industry.
0.14 3 0,42
2. Government regulations affect DJ Arie, especially when there is PPKM.
0.15 3 0,45
3. Popping up products that are not completely substitute but have an influence on public speaking.
0.08 2 0,16
4. Competitors can easily enter the industry. 0.1 2 0,2
Total Threats 1,23
TOTAL 1,00 2,9
Based on analysis of the external environment of DJ Arie formulated on the EFE matrix has results weighting has a score of 2.9. Therefore, it can be known that DJ Arie have responded to opportunities and threats. Because the score obtained is above the average total score, namely 2.5.
4.3 Marketing Mix
DJ Arie is seen from the promotion side tends to be weak, because in terms of promotional media and promotional mixes can be further developed in addition to Instagram ads and Word of Mouth (WOM) in targeting more target market. Then in terms of price (price) is good because categories more affordable than competitors with price range ranging from RP.700.000 – Rp. 3.000.000 per different classes. For the place DJ Arie Public Speaking and broadcasting school is strategically temporary in offline location and for online learning place already has facilities supporting in their learning. the 4p element as a whole DJ Arie is already good in terms of product, price, promotion, and place, but still weak or lack of brand promotion, especially promotion on social media.
4.4 Matriks IE
The following is an IE matrix image obtained from IFE and EFE, described in the figure below:
Table 7: Matriks Internal-External (IE) Total weight score IFE
Total weight score EFE
Strong 3.0 - 4.0
Average 2.0 – 2.99
Week 1.0 – 1.99 Strong
3.0 – 4.0
I
(Grow and Build)
II (Grow and Build)
III
(Hold and Maintain) Average
2.0 – 2.99
IV (Grow and Build)
(3.00 : 2.9)
V
(Hold and Maintain)
VI
(Harvest and Divest) Week
1.0 – 1.99
VII
(Hold and Maintain)
VIII (Harvest and Divest)
IX
(Harvest and Divest)
IFE Matrix of 3.00 and EFE Matrix of 2.9. Then both scores mapped into the Internal-External matrix, this placing DJ Arie Public Speaking and Broadcasting School in quadrant I with coordinates (3.00: 2.9). Alternative strategies that can be carried out are horizontal integration, market penetration, and product development. Meaning that DJ Arie must do collaboration with other institution also goes to new market instead of existing market. In addition, DJ Arie can also create a new service in the use of online technology.
5. Conclusion and recommendation 5.1 Conclusion
1) Internal Environment
The condition of its internal strength is more dominant over weakness. This can be seen from DJ Arie public speaking and broadcasting schools that have power, especially in STP, the original curriculum, and have a place of learning that has been adequate both online and offline. Even if there is a weakness like financial condition quite surviving and promotional media that only using the Instagram platform only.
2) External Environment
DJ Arie Public Speaking and Broadcasting Schools have greater opportunities compared to existing threats. Due to increasingly aware of having desire to learn public speaking and from competition side, there is enough to be able to survive only part of it. Even if declining economic growth Indonesia in the past 2 years influences the public speaking industry and government regulations affect DJ Arie, especially when there is PPKM.
3) Business Strategies
Business strategy of DJ Arie Public Speaking and Broadcasting School fund to Grow and Build strategy. This strategy is carried out by implementing a marketing strategy.
4) Marketing Strategies
Marketing strategy DJ Arie can be applied market penetration strategies that can be done DJ Arie is developing social media promotion. Product development strategies, it can be done by developing products Voice Over classes to Vocalizing. And maximized learning both in terms of offline and online.
5.2 Recommendation 5.2.1 Practical Aspect
Advice for DJ Arie public speaking and broadcasting school recommended to implement grow and build business strategies that can be applied as follows:
1) horizontal strategies integration can be done by expanding existing networking (expansion) by doing a form of franchising by recruiting professionals in managing management.
2) Market penetration strategy can optimize market share in targeting the target market. This is intended by the effective and consistent use of social media.
3) Product Development Strategy. DJ Arie can do product development both offline and online, in addition, in terms of its own classes, learning can be added to be more diverse such as doing Content Creator classes to Voice Over classes in depth.
5.2.2 Academic Aspect
Some suggestions for further research are adding techniques in the formulation of strategies, namely doing QSPM matrix, CPM Matrix, SPACE Matrix and Grand Strategy Matrix at the matching stage.
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