Materi ini dapat dijadikan acuan dalam pembuatan Corporate Business Strategy/ Strategi Bisnis Korporasi. Simak contoh pemaparannya dalam kasus VIVA.

1. 1
Haris Suhendra
Breakout Strategy To win The Competition
In 2011/2012

2. Table of Contents
 Overview
 External Analysis
 Internal Analysis
 Review on VIVA’s Business Strategy:
 Propose Improvement
2

3. Overview
3

4. VIVA’s Climbing a Growth Staircase
4

5. VIVA’s Life
impressive improvement in financial performance in-line with the ever so fast
growing of the Indonesian economy.
5
Source : VIVA’s Annual Report 2011

6. External Analysis
6

7. Macro-environment
The power to control the media, seems to have
become the power to also control policy and media
law, hence confirming the regulation is more
oriented towards group interests rather than public
interests.
Indonesia's
economic growth
is expected to
continue to grow
by 6-7% per year
in the 5 (five)
years.
social networking/
social media has
opened the space
without limits for
people to
communicate.
Geographic Conditions are
mutually separated island
nation caused the
construction of physical
infrastructure costs are
expensive.
Development of Media
Digitization has given new
challenges
One of the regulations that
have changed the face of
media in Indonesia is the
UU No. 32/2002 which
brought a wave of new
freedoms and democratic
spirit of the media.

8. 8

9. 9

10. Industry trends
10

11. 11

12. 12

13. Industry trends and developments.
• The average growth rate per year (CAGR) net
income of these ads will grow 4.4% up to
2016, reaching US$ 2.5 billion, equivalent with
44.0% market share.
• In 2011, the amount of net advertising media
expenditure : 42.7%.
• Free-to-air (“FTA”) television reach more or less 35
million families or 56% of families in Indonesia and
is forecast to rise by 60% by 2016.
13
Source : MPA showed that in 2011

14. Porter's Five Forces in National Media Industry in
2011/2012
Threat of entry is LOW
the bargaining power of
supplier is LOW
The bargaining power
of buyer in the industry
is High
The threat of substitute
product in the industry
is medium
The intensity of
competition is high
barriers to entry : capital
requirements, economies of
scale, and government
regulations.
in-house production, one of
strategy to reduce the cost of
production.
The development of Mobile technology
Development of the film & tourism
industry 14
Media agency holding the funds
accumulated large amounts of ad
spending.
MNC Group, Kompas Gramedia,
EMTEK Group, VISI Media Asia,
Jawa Pos group, Mahaka Media, CT
Group, BeritaSatu Media Holdings,
the Media Group, MRA Media,
Femina Group and the Tempo
Media.

15. 15
RCTI
16%
MNC TV
12%
Global TV
8%
SCTV
15%
Indosiar Visual Mandiri
10%
Trans TV
14%
Trans 7
10%
ANTV
7%
TV One
5%
Metro TV
3%
Market Share
MNC
36%
EMTEK
25%
CT
24%
VIVA
12%
Key Industry Players
Market Share FTA (Free-to-Air in Indonesia : 2012). Source : MPA analysis (2011)

16. Profitable growth strategic movements analysis: Strategies of key
industry players
16
-1,000,000.00
0.00
1,000,000.00
2,000,000.00
3,000,000.00
4,000,000.00
5,000,000.00
6,000,000.00
VIVA MNC EMTEK VIVA MNC EMTEK VIVA MNC EMTEK VIVA MNC EMTEK
2008 2009 2010 2011
TOTAL REVENUES
NET INCOME

17. Profitable growth strategic movements analysis: Strategies of key industry
players
New focus: Strategy
• increase the share of viewers
• Developed a network of local television
• Optimize revenues and manage expenses to ensure adequate profit and margin.
• Continue to creating synergy inter-unit business.
17
EBITDA margin grew
from 30% in 2010 to
33%in 2011.

18. Profitable growth strategic movements analysis:
Strategies of key industry players (2)
18
Revenue : Rp. 3,466 .5
billion, increased by 23.3%
of the revenue of Rp. 2864.5
billion in 2010.
New Focus :
• The first is the success we acquired a controlling stake in Indosiar & digital pay-TV (NexMedia).
• Focus on cost control strategy that carefully and increased cash flow.
EMTEK Group

19. Internal Analysis
19

20. Resources
Tangible asset Intangible asset
Financial VIVA in Indonesia stock exchange (IDX) and
grab the funds (gross) of Rp. 500. billion
Reputations &
Recognition
Good Brand
Positioning : TV
One in a short
time has
become a news
station number
1 in Indonesia
with news
coverage
Physical 31 transmission stations so as to reach 170 cities
and districts in Indonesia with 143 million
inhabitants.
3G facilities Satellite News Gathering (SNG)
Human
Capital
Number of Employee : : 2,690 professionals
• 2,205 permanent employees
• 485 outsourced employees.
There are 2,121 male workers and 569 female
workers.
“Bakrie Learning Center” & “KampusOne”
Organization Bakrie Group‘s
20

21. • Engaged in the broadcast media, online media, a
developer of technology that will be developed
up to the telecommunications infrastructure.
• Integration and strategic coordination
• Increased in-house production from 53% (2008)
to 86% at the end of 2011.
• In-house content content
• VIVA can produce and broadcast programs
directly (live) and record (taping).
• on the air for 24 (twenty four) hours per day
21
Capabilities

22. Core Competence
• Delivering content including news, sports, and
lifestyle through the convergence of television
services, the internet, and mobile phones.
• VIVA owns and manages two FTA TV stations
with national coverage: ANTV, tvOne and and
the leading online news portal in Indonesia-
VIVAnews.com.
22

23. Content Creation
Content
Packaging
Content
Distribution
User
Interface
End user
VIVA’s Value Chain Analysis
23
86 % In-house
production
Outsource
Broadcast TV
Cable Network
Broadcast TV
Station
Cable TV
Pay TV
Internet
TV
Laptop/ PC
Mobile Device
Website
Viewers/
Consumer
News programs, current affairs, talk
shows, documentaries and sports
selectively purchase licenses from overseas
for a credible news content and can attract
the attention of viewers, such as BBC
Worldwide Limited, Associated Press
Television News Limited, Reuters and others.
31 transmission
stations so as to
reach 170 cities
and districts in
Indonesia
www.tvone.co.id
www.an.tv
Vivanews.com
143 million Viewer
(2011).
24 hours
Local Contributors (news bureau) :
Surabaya, Medan and Makassar
Foreign Contributor (news agencies) :
APTN, SNTV, Reuters , VOA, and others.
Outside broadcasting van ("OBvan").
3G facility tvOne Satellite News Gathering (SNG) that uses the Global
System for Mobile Communications (GSM) to direct the news
coverage (live). TV One renting satellite with 12MHz bandwidth in
satellite owned by Indosat.

24. Analysis/Review on VIVA’s Business
Strategy
24

25. VIVA’s SWOT Matrix analysis
25
Strength
 leading media convergence in
Indonesia to focus on content
provision news, sports and lifestyle
 Free-to-Air (FTA) television
stations, the internet and cell
phones.
Weakness
• Product service similar to the first
competitor to dominate the market.
• Only TV and Online Media
• Low quality
Opportunities
Net income of these ads will grow 4.4%
up to 2016, reaching US $ 2.5 billion,
equivalent with 44.0% market share.
- Free-to-Air television reach more
or less 35 million families or 56% of
families in Indonesia and is forecast
to rise by 60% by 2016.
Strength – Opportunity
• Increasing market share.
• Increase Brand Equity.
Weakness – Opportunity
Creating innovative event
programs.
Improving the quality of
reporting.
Threats
• Convergence and digitizing media
• The growing number of local TV
area.
• Low interest of society to news
programs.
• Regulations are still in favor of the
media conglomerate.
Strength – Threats
 Pursuing a strategy of
digitization of media
 Giving more benefit to
advertisers
Weakness – Treats
 The involvement of the
community in presenting
the news

26. VIVA's Generic Strategies
26
Porter's Generic Strategies (source: Porter, 1985, p.12)
COMPETITIVE ADVANTAGE
COMPETITIVE
SCOPE
Lower Cost Differentiation
Broad
Target
Narrow
Target
1. Cost Leadership 2. Differentiation
3A. Cost Focus 3B. Differentiation
Focus
VIVA concentrate in a Focus Strategy :
• Focus on delivering content including news, sports, and lifestyle through the convergence of television
services, the internet, and mobile phones.
• VIVA owns and manages two FTA TV stations with national coverage: ANTV, tvOne and and the
leading online news portal in Indonesia-VIVAnews.com.

27. • Being media company option advertisers through good relations and
communication more intensive cooperation and more comprehensive.
• Constantly present content program line with trends interest viewers, and
lifestyle obviously with the best quality broadcast.
• Always present accompanying viewers in every platform and canals
• Build a two-way dialogue with viewers through the medium of the
internet and social networks.
• Forming communities most unique most modern and most loyal in
Indonesia.
• Continue to maximize preeminence to hold utilizing the momentum.
27
Value Proposition

28. VIVA’s Current Business model Canvass
28
Key Partners
Advertiser
Ads Agency -
Foreign News Agency (APTN,
SNTV, VOA)
IT Vendor (JAVA & Linux)
Broadcasting infrastructure
Vendor
Social Media/ Social
Network
Universities
Telecommunication
Provider (TELKOM, Indosat)
Key Activities
Program Design
Program Developing
In-House Production
Marketing
Selling
R&D
Implementation of Good
Corporate Governance (GCG)
CSR
Technology Development ((3G
Satelite)
Learning Center
Value Proposition
Focus Provision
content news, sport
and lifestyle
Providing a Good
Program
Providing a Good
Quality of Program
Providing Unique &
Interesting Program
Providing Online Portal
News
Customer Relation
Event
Program
Customer Segment
SES ABCD
(Urban &
Sub Urban)
Key Resources
Creative Team
IT Expert
Employee
Journalist
R&D Team
Marketers
Channel
Free-to-Air Television (FTA) –
National (ANTV & tvOne
Online Media (Website)
Portal Online Media (Portal
VIvanews.com)
Advertisement
Marketing Kit
Cost
Operational Cost
Program Development Cost
Marketing Cost
General & Administrative Cost
Research & Development
ICT Cost
People Development Cost
Revenue Stream
Advertising Revenue
Sponsorship
Investor
Partnership
In-House Production

29. Review of VIVA’s past/current competitive strateg(ies)
29
Innovation Partnership
Leadership &
Culture
Quality &
Coverage
To improve
efficiency
People Profit
Focus on news.
Sport and
lifestyle
programs
Some excellent
& Unique
program
Purchase
licenses from
overseas : BBC
Worldwide
Limited,
Associated
Press Television
News Limited,
Reuters and
others
Local
Contributors :
Surabaya,
Medan and
Makassar
Foreign
correspondence
(news agencies)
: APTN, SNTV,
Reuters , VOA,
and others.
Commitment to
the
implementation
of
Good Corporate
Governance
(GCG)
Building 37
transmitters
throughout
Indonesia,
Technology
Development :
broadcasting
equipment
outside
broadcasting
van ("OBvan") &
3G facility
tvOne Satellite
News Gathering
(SNG) that uses
the Global
System for
Mobile
Communication
s (GSM) to
direct the news
coverage (live).
Consolidating &
Synergy all BU’s
increased the
number of in-
house
production of
53% in 2008 to
86% at the end
of the year
2011.
the acquisition
of non-news
content and
news from
various
production
houses and
distributors of
leading through
a rigorous
selection
process.
People
Deleopment
with
“Bakrie
Learning
Center” dan
“KampusOne”
Conducting the
process of
expanding
access to
broadcast and
production
process is
commercialized

30. Propose Improvement
30

31. VIVA’s New Business Model Canvass
31
Key Partners
External :
Advertiser
Ads Agency -
Foreign News Agency (APTN,
SNTV, VOA)
IT Vendor (JAVA & Linux)
Broadcasting infrastructure
Vendor
Social Media/ Social
Network
Universities
Telecommunication
Provider (TELKOM, Indosat)
Internal :
Editorial Dept
HR Dept
IT Dept
GAL Dept
Market Dept
Finance Dept
Other BU’s
Key Activities
Program Design
Program Developing
In-House Production
Marketing
Selling
R&D
Implementation of Good Corporate
Governance (GCG)
CSR
Technology Development (3G
Satelite)
Learning Center
Value Proposition
Focus Provision
content news, sport
and lifestyle
Providing a Good
Program
Providing a Good
Quality of Program
Providing Unique &
Interesting Program
Providing Online
Portal News
Multi platforms
Create business
information program
Customer Relation
Event
Program
Community Program
Customer Segment
SES ABCD
(Urban &
Sub Urban)
Key Resources
Creative Team
IT Expert
Employee
Journalist
R&D Team
Marketers
Digital Media Expert
Publisher Expert
Channel
Free-to-Air Television (FTA) –
National (ANTV & tvOne
Free-to-Air Television (FTA) – Local TV
Print Media
Pay TV
Radio Station
Digital Media
Online Media (Website)
Portal Online Media (Portal
VIvanews.com)
Advertisement
Marketing Kit
Mobile Device
Cost
Operational Cost; Program Development Cost; Marketing Cost; General & Administrative Cost
Research & Development; ICT Cost
People Development Cost
Revenue Stream
Advertising Revenue;
Sponsorship; Investor; Partnership
In-House Production Revenue
Content Provider Revenue

32. Arena
VehicleStaging Economi
c Logic
Differentiators
Arena
• Convergence Media
• Target Professional , Executive, Woman
• Area : Jakarta and Outside Jakarta
Vehicle
focus on content provision news,
sports and lifestyle
multiple platforms, Including Free-
to-Air (FTA) television stations, the
internet and cell phones.
Collaboration with Key Agency
Partners
3G Satellite Technology
Staging
Foundation Stage
Innovation year
Growing Stage
Go Global
Winning Stage
Media of Choice
Economic Logic
• Increasing revenue from
advertising
• sponsorship
• Increasing Brand Equity
• Recognition, Brand
Image, trust
Differentiator
• Focus on News & Sport
• 24 hour off-air
• Provide the variety of programs
Strategic Movement : VIVA’s Diamond Strategic

33. Implementation Stages
33

34. Implementation (2)
Improve its operational and financial performance :
1. Improved profit and margin by continuing to focus on
producing a quality program of in-house.
2. Optimization of operational activities and create synergies
between television networks and online news portal.
3. Improved and broadened the scope of the television is not
paid on an ongoing basis to increase the share of viewers and
increase revenue from advertisers.
4. Develop content distribution through the internet platform.
5. Maintains and strengthens the company's position as the
market leader in news coverage
34