IMPLEMENTASI METODE IFAS EFAS DALAM PENENTUAN STRATEGI BISNIS VI HIGH LABEL RECORD

Abstract

This thesis examines the business strategy of VI High Label Record in facing the commercial advertising industry. The research involves the analysis of SWOT, IFAS, EFAS, and IE matrices to identify factors influencing the company. The analysis reveals that VI High Label Record's main strength lies in "Commercial music usage," with a weakness in "Lack of physical offline sales market." The most significant opportunity is the "Continuous growth of the digital music industry," while the primary threat is "Rapid changes in music trends." The results of the IFAS and EFAS analyses indicate that the company's strengths outweigh its weaknesses (3.0>1.4), and opportunities outweigh threats (2.5>1.0). VI High Label Record is positioned in IE matrix cell II, suggesting a "Grow" and "Build" strategy. Recommendations include enhancing product marketing, international expansion, developing recording infrastructure, collaborating with influencers and social media, as well as backward and forward integration. This research aids record labels in devising strategies to confront advertising industry challenges and maintain their positions. The findings offer practical guidance for VI High Label Record and contribute to the music industry's understanding of record label challenges.