Key-Factor Strategy of Creative Industry in Distribution Channel: A SWOT Analysis Method

Abstract

This study aims to: (1) map the creative industries' strengths, weaknesses, opportunities, and threats in Yogyakarta - Indonesia. The data was collected directly from the source, i.e., primary and secondary data. SWOT analysis is used to analyze the data. The results show (a) the strength factors include: availability of human resources, cheaper living cost, Yogyakarta as a center of culture, tourism, and education; (b) the weakness factors include: low product innovation and creativity, 85.9% of the creative industry do not have a business license, and the creative industry database is not transparent; (c) opportunity factors include: the existence of a creative community, the existence of e-fulfillment (convenience services from JNE), and friendly logistics (digital marketing, warehousing, order fulfillment, technology development, shipping management, and delivery); (d) threat factors include: the existence of an ASEAN free market, namely the Asean Economic Community and product patents (trademarks). The Yogyakarta creative industry should carry out the strategies including (a) the development of the creative industry market; (b) creative industry market penetration; (c) creative industry product development; d) integration into the future; (e) backward integration; (f) horizontal integration, and (g) diversification related to creative industry products.

Intellectual Property Commercialization in the Creative Industry: An Integrative Literature Review

“…Among these three, creativity is considered to be the main value of this industry (Carvalho & Cruz, 2017). In addition, it is mentioned that the creative industry uses creativity as the primary resource to create economic value (Howkins, 2013;Jatmiko et al, 2022). In practice, this industry covers many sectors but has three common characteristics: human creativity, symbolic messages, and IP potential (Matulionyte et al, 2017).…”

SOSTAC framework analysis for enhancing digital marketing in Yogyakarta's Art Music Today

“…The SOSTAC model, as delineated by Chaffey & Ellis-Chadwick (2022), plays a crucial role in augmenting the digital marketing strategy of Art Music Today (AMT) by providing a systematic approach across its vital components. The implementation of a comprehensive Situation Analysis, as proposed by Jatmiko et al (2022), empowers AMT to leverage its strengths, address weaknesses, and capitalize on opportunities within the music and cultural landscape. Clear digital marketing objectives, molded by the 5S framework and prioritized for user experience and online presence (Adeola et al, 2020), are firmly established.…”

Unlocking Economic Landscape: Understanding the Dynamics of Financial Challenges, Business Traits, Financial Resources, Growth Phases, Financial Accessibility, and MSME Performance

“…The organization needs to go through several stages during its development over a specific period (Utama et al, 2024). During this period of transformation, companies not only increase in size but also improve their procedures and frameworks to align with the needs of both internal and external environments (Jatmiko et al, 2022). The concept of 'growth phases of an MSME' encompasses the different stages that MSMEs may experience from their inception.…”

“…A collateral requirement is also a crucial factor influencing financial accessibility. MSMEs are considered "unwanted borrowers" because it is difficult for them to provide high-quality collateral (Jatmiko et al, 2022). All stages of the growth phases of an MSME are greatly influenced by their ability to access finance.…”