Proposed Business Growth Strategy for an Advertising Production Company That Penetrates the Small and Medium-Sized Business Market in Jakarta: A Business Case, Rentjana

Abstract

Rentjana, a single-person production house, is facing challenges in the advertising industry, primarily driven by intense competition and declining prices, resulting in reduced profitability and difficulties in acquiring customers. This study aims to analyse the advertising production house ecosystem, trends, and competition, with a focus on identifying challenges, opportunities, and successful business models for Rentjana. The research approach includes qualitative analysis using primary and secondary data sources, employing matrices such as VRIO analysis, value proposition, and the Ansoff matrix. Primary data will be collected through interviews, while secondary data will be obtained from relevant sources. The study proposes offering production packages with a complete concept to small and medium-sized enterprises (SMEs), aiming to enhance their product quality and differentiation through design, branding, production, and material selection. This approach facilitates the development of long-term partnerships, expands networks, and increases revenue for Rentjana. Flexibility in pricing is suggested to provide competitive yet profitable rates, giving Rentjana a distinctive advantage. Implementing lean production techniques will contribute to waste elimination, improved efficiency, employee engagement, and the effective utilisation of technology. The study also seeks to understand the role of online video advertising and address the challenges prevailing in the advertising industry.