Citation:

Rifandy Julio Ponggawa. "Formulation of Marketing Strategy for Production House Company Philocal Production" International Research Journal of Economics and Management Studies, Vol. 4, No. 4, pp. 134-143, 2025.

Abstract:

Philocal Production is a production house company in Bandung, established in 2015. As Philocal offers audio-visual content production services, they have achieved a satisfactory number of projects in their first year of business due to their flexibility and adaptability. Unfortunately, due to the COVID-19 pandemic, their business was adversely affected, and the number of projects and revenue depleted drastically. This research aims to identify factors influencing potential clients’ decisions in choosing an audio-visual content creation service and formulate a marketing strategy for Philocal based on potential clients’ preferences to revive its revenue earnings. The data is collected from internal and external sources, which consist of Philocal’s marketing capabilities, owned resources, and current competitors for internal data, and consumer preferences, competitors capabilities, and external situations as external data. The framework to support this research consists of Marketing Mix 7ps, STP Analysis, Resource-based value, and competitor analysis for internal analysis, while PESTLE analysis and consumer analysis are used for external analysis. The outcome of this research found that Philocal clients have specific preferences when it comes to hiring production house services. The proposed marketing strategy for Philocal consists of a marketing mix of 7ps formulated based on potential client preferences. The proposed marketing mix is made into an implementation plan that Philocal can use to help them achieve their revenue target.

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Keywords:

Production House, Audio Visual Production, Marketing Strategy.