Analisis strategi ekonomi kreatif KZ Studio berbasis gambar digital menuju niche market
Abstract
KZ Studio adalah bisnis pemula terkategori ekonomi kreatif. Bisnis ini adalah layanan pesanan atas gambar karakter empat dimensi yang pembuatan sesuai permintaan konsumen luar negeri. Konsumen luar negeri mayoritas dari Kanada. Analisis atas competitive profile matrix menunjukkan angka 3,11. Angka ini jika dibandingkan nilai competitive profile matrix competitor bisnis sejenis (3,24), maka bisnis KZ Studio masih harus dikembangkan. Berdasarkan hal tersebut, diperlukan strategi bisnis untuk dapat bersaing. Tujuan penelitian ini adalah untuk mengidentifikasi strategi bisnis yang harus dilakukan oleh KZ Studio agar dapat bersaing baik dipasar lokal maupun internasional. Metode penelitian adalah deskriptif. Data kualitatif diperoleh dengan metode Delphy. Analisis data menggunakan metode SWOT. Hasil penelitian menunjukkan bahwa analisis external factor evaluation (EFE) menunjukkan skor 3,09 dan nilai internal factor evaluation (IFE) adalah 2,50. Nilai tersebut jika dicocokkan dengan IE Matrix, KZ Studio berada pada wilayah “growth & build”. Atas dasar tersebut, KZ Studio harus memiliki strategi khusus untuk tumbuh dan berkembang. Rekomendasi strategi yang harus dilakukan KZ Studio adalah membuat gambar sesuai keinginan konsumen, membuat gambar karakter yang bernilai seni tinggi, meningkatkan citra karakter secara artistik dan etis, mengembangkan gambar karakter pada teknologi VR dan mengembangkan produk menjadi brand image perusahaan. Keterbatasan penelitian adalah pada keluasan lingkup penelitian. Penelitian ini berkontribusi pada upaya duplikasi strategi bagi bisnis-bisnis start up sejenis yang dirintis oleh generasi muda Indonesia.
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