Strategi Pengembangan Bisnis Fotografi pada CV ARH Photo Production

Abstract

Subsektor fotografi termasuk industri kreatif dan telah berkembang sebagai bisnis seperti membuka studio foto, pembuatan iklan, model dan fesyen, dokumentasi acara, pre-wedding, jurnalistik dan lain-lain CV ARH Photo Production merupakan perusahaan yang bergerak di bidang fotografi untuk sekolah-sekolah yang ada di depok dan bogor dan menerima klien pengantin untuk acara pernikahan. Perusahaan memerlukan strategi agar bisnis berkelanjutan. Penelitian ini bertujuan untuk menganalisis kondisi bisnis fotografi ARH Photo serta faktor internal dan eksternal serta menganalisis strategi prioritas yang diterapkan sebagai rumusan model bisnis baru bagi CV ARH Photo. Pengumpulan data diperoleh dari responden internal (direktur utama CV ARH, direktur operasional dan pemasaran supervisor bidang operasional supervisor bidang pemasaran) dan responden eksternal (Wakil ketua asosiasi bola mata kota depok, klien dan vendor bingkai dan percetakan) . Hasil penelitian menunjukan identifikasi 9 elemen bisnis model kanvas CV ARH Photo yang saat ini diterapkan. Hasil matriks IE menunjukan bahwa posisi perusahaan berada pada sel II yaitu dalam kondisi grow and built. Analisis SWOT dilakukan untuk mendapatkan 7 alternatif strategi dan prioritas strategi yang didapatkan melalui Analytical Hierachy Process (AHP) adalah Perluasan segmen pelanggan baru dengan melakukan pendekatan dan menambah kerjasama dengan perusahaan yang relevan, Melakukan difrensiasi produk dengan melakukan memperbanyak pemasaran produk jasa fotografi pernikahan, jasa drone untuk pemetaan area dan photo studio, Melakukan Evaluasi berkala di tiap trimester untuk terus mengevaluasi kinerja perusahaan, Mempunyai ruang kerja dan studio yang representatif, Membuat pembukuan yang teratur dan rinci dengan menggunakan aplikasi yang ada, melakukan perbaikan pengelolaan sosial media untuk menjangkau lebih luas pelanggan, Membuat program referral untuk pelanggan yang memberi rekomendasi ke pelanggan lainnya. Berdasarkan hasil analisis strategi yang didapatkan, bahwa terdapat perubahan rumusan bisnis model kanvas pada elemen customer segments, value proposition, revenue streams, key activities, key partnership, key resources dan cost structure Hasil dalam penelitian ini memberikan landasan bagi pengembangan strategi bisnis CV ARH Photo sebagai vendor jasa fotografi. Implementasi strategi dan model bisnis baru yang diusulkan diharapkan dapat memperkuat posisi kompetitif, serta mendukung pertumbuhan berkelanjutan perusahaan dalam industry fotografi.

The photography subsector includes the creative industry, has developed into a business such as opening a photo studio, making advertisements, models and fashion, event documentation, pre-wedding, journalism and others. Not a few photography enthusiasts then decided to jump into this field as professionals. The community has also given a very positive appreciation to the world of photography. CV ARH Photo Production is a company engaged in photography for schools in Depok and Bogor and accepts bridal clients for wedding events. The company needs a strategy for sustainable business. This research aims to analyze the business conditions of ARH Photo photography, along with internal and external factors, and to analyze priority strategies implemented as a formulation of a new business model for CV ARH Photo. Data collection was obtained from interviews, focus group discussions (FGD), questionnaires, and literature studies. The results show the identification of 9 elements of the Business Model Canvas currently applied by CV ARH Photo. The IE matrix results indicate that the company's position is in cell II, which is in a grow and build condition. SWOT analysis was conducted to obtain 7 alternative strategies, and the priority strategy obtained through the Analytical Hierarchy Process (AHP) is: Expanding into new customer segments by establishing approaches and increasing cooperation with government-recognized association groups; Differentiating products by increasing marketing of wedding photography services, drone services for area mapping, and photo studio services; Conducting periodic evaluations every trimester to continuously assess company performance; Having a representative workspace and studio; Maintaining regular and detailed bookkeeping using available applications to help manage finances in a stable and directed manner; Improving social media management to reach a broader customer base; Creating a referral program for customers who recommend to other customers and collaborating with relevant influencers. Based on the results of the strategic analysis, changes were formulated in the Business Model Canvas elements customer segments, value proposition, revenue streams, key activities, key partnership, key resources dan cost structure The results of this research provide a foundation for developing the business strategy of CV ARH Photo as a photography service vendor. The implementation of the proposed new strategies and business model is expected to strengthen the company's competitive position and support sustainable growth within the photography industry.