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SUMMARY

TETI FILANTRI SIREGAR. PT. Imago Kreasi Komunika Strategic Plan Year

2016-2020. Supervised by HENY K DARYANTO and SETIADI DJOHAR.

This research is aims to provide a strategic planning of an advertising

agency PT.Imago Kreasi Komunika established in 2002. The company grew

rapidly since its establishment, but unfortunately it suffered a great loss in 2013.

In 2014 the company managed to resolve the problem and start to gain profit.

This is an alarming condition for the company. Therefore, strategy planning is

needed to ensure the company could grow and compete with other advertising

agencies.

The aim of this research is to evaluate the vision and mission of the

company, analyse the internal and external factors to formulate the best strategic

plan for the company which will develop a strategic plan for year 2016-2020.

Reasearch was conducted by using a of case study approach of PT Imago

Kreasi Komunika. The analysis method used is descriptive qualitative by

evaluating the vision and mission of the company, and stakeholders expectation.

While to analyse internal and external factors IFAS, EFAS and SFAS matrix were

used. To find the best alternative strategy, TOWS Matrix was also used. To

choose the best strategy priority for the company QSPM method was used.

Research was conducted to seven stakeholders using non probability sampling

with purposive sampling technic by choosing seven internal expert and 3 external

expert.

The result showed that PT.Imago Kreasi Komunika has a Unique Selling

Point which no other advertising agency has, namely Final Artwork Packaging

Design. This USP could be the key success factor for the main strategy of the

company to grow and to compete with other advertising agencies in Indonesia.

Keywords: advertising agency, EFAS, IFAS, SFAS, Strategic plan