ANALISIS BUILDING BLOCKS UNTUK MEMPEROLEH KEUNGGULAN BERSAING DALAM INDUSTRI MEDIA PROMOSI LUAR RUANG DIGITAL (DIGITAL OUT OF HOME): STUDI PADA PT. METRA DIGITAL MEDIA

AZIZ SIDQI, WAKHID SLAMET CIPTONO, MBA, MPM, Ph.D

2017 | Tesis | S2 Manajemen

Pertumbuhan industri periklanan digital di Indonesia menunjukkan pertumbuhan yang tinggi dibandingkan industri periklanan digital di negara Asia Pasifik lainnya. Hal ini menunjukan industri periklanan di Indonesia merupakan industri yang menarik. PT Telekomunikasi Indonesia, Tbk melalui anak perusahaannya yang bernama PT Metra Digital Media (MDMedia) memasuki industri ini khususnya penyediaan layanan Digital Out of Home (DOOH). Namun demikian, pencapaian kinerja MDMedia masih belum sesuai harapan. Melihat situasi pasar industri DOOH yang begitu dinamis dengan tingkat persaingan yang tinggi dan lingkungan yang sangat complicated mengindikasikan perlunya MDMedia untuk merumuskan strategi persaingan yang tepat sehingga dapat menghasilkan daya saing produk yang bisa mengantarkan MDMedia sebagai market leader di Indonesia. Dalam penelitian ini dilakukan analisis kondisi lingkungan eksternal industri dan persaingan dalam kegiatan bisnis media promosi luar ruang digital di Indonesia. Melakukan identifikasi keunggulan kompetitif (competitive advantages) yang dimiliki MDMedia, melakukan analisis value chain perusahaan MDMedia serta membuat analisis building blocks dalam rangka menetapkan keunggulan bersaing bagi MDMedia di industri media promosi luar ruang digital. Berdasarkan hasil analisis persaingan industri menggunakan lima kekuatan (five forces) dapat disimpulkan bahwa kegiatan usaha DOOH termasuk cukup atraktif, namun dengan hambatan yang cukup tinggi. Industri DOOH adalah industri yang terkonsentrasi yang menunjukkan terdapat pesaing yang menguasai pasar namun tidak dominan dan MDMedia memiliki peluang untuk meningkatkan market share. Competitive advantages dimiliki dengan melakukan pengembangan teknologi yang meliputi pengembangan jaringan serat optik untuk komunikasi data, network operation center, content management system, serta effective measurement yang memiliki kemampuan secara online pengukuran audiens di lokasi DOOH. Dengan keunggulan dan dukungan Telkom Group, MDMedia mempunyai differensiasi produk, memiliki kemudahan dalam operasional sehingga dapat mendukung efisiensi biaya produksi.

The growth of digital advertising industry in Indonesia showed strong growth compared to the digital advertising industry in Asia Pacific countries. This shows the advertising industry in Indonesia is an exciting industry. PT Telekomunikasi Indonesia, Tbk through its subsidiary called PT Metra Digital Media (MDMedia) entered this industry in particular provision of the Digital Out of Home (DOOH). However, the performance achievement MDMedia still not as expected. Seeing the market situation DOOH industry is so dynamic with a high level of competition and the environment is very complicated MDMedia indicates the need to formulate a proper competition strategy so as to produce competitive products that will be delivered MDMedia as the market leader in Indonesia. In this research, the analysis of external environmental conditions of competition in the industrial and business activities outdoor digital media campaign in Indonesia. Identify the competitive advantage (competitive advantages) owned MDMedia, analyzing the value chain as well as an analysis MDMedia company building blocks in order to establish a competitive advantage for industry MDMedia in digital outdoor media campaign. Based on the analysis of industrial competition using the five forces (five forces) can be concluded that the operations of DOOH includes quite attractive, but the barriers are quite high. DOOH industry is highly concentrated industry which shows that there are competitors that dominate the market but is not dominant and MDMedia have the opportunity to increase market share. Competitive advantages possessed by developing technology which includes the development of a fiber optic network for data communication, network operation centers, content management system, as well as the effective measurement that has the capability of online audience measurement in DOOH locations. With the advantage and the support of Telkom Group, MDMedia have product differentiation, has the ease of operation so as to support the production cost efficiency.

Kata Kunci : digital out of home, five forces, value chain, building blocks, competitive advantages