Analisis Strategi Pemasaran Untuk Mengoptimalkan Iklan di LPP RRI Cirebon Melalui Jasa Siaran On Air dengan Menggunakan SWOT (Studi Kasus di LPP RRI Cirebon)

Abstract

ABSTRACT

The purpose of this study is to analyze advertising strategy to optimize advertising revenue streams at LPP RRI Cirebon. LPP RRI Cirebon is a radio broadcasting company established in 1981 that provides advertising packages and services. However, LPP RRI Cirebon has been challenged by the increasing competition as well as several internal problems, such as: decreasing advertising revenues, uncompetitive pricing strategy, government regulations, employees' main duties and functions, and the lack of advertising strategy.

In this study, the SWOT analysis is done by analyzing the strengths, weaknesses, opportunities, and threats faced by LPP RRI Cirebon. The BCG matrix is done based on LPP RRI Cirebon's advertising revenue reports in 2015 and 2016 to determine the market growth rate. From the SWOT analysis, it is concluded that the best strategy for the company is through optimization of advertising packages and services. The market growth rate derived from the BCG matrix is -33%, putting LPP RRI in the Dogs quadrant, with proposed strategies including investment opportunities, forward and backward integrations, market penetration, products development, and joint venture partnerships.

Keyword : LPP RRI Cirebon advertising optimization, SWOT analysis, BCG matrix.