The Group Field Project's written report attached was conducted to provide PT. Rajawali Citra Televisi Indonesia (RCTI) with an analysis, suggestions and recommendations in marketing strategy. The project results are intended to support RCTI's objective to gain more profit and to strengthen its competitive advantages in the longer term.



The group collected and interpreted related data gathered from interviews, RCTt's data, and published reports. Adaptions of Michael E Porter's Competitive Advantage and Philip Kotler's Marketing Management theories are used as basis for analyzing the data. The analysis involving two thinking frames, i.e. microenvironment and macro-environment of TV business, and the seven P's of marketing-mix, i.e. Product, Price, Place, Promotion, Participant, Physical Evidence, and Process.



To provide best service both to advertisers and viewers, RCTI should pay more attention to the publics interest of TV commercials, such as to include in its spot advertising service a 7 seconds of spot time size and modify its time sections into 5 time sections, and to limit program interruptions for commercials.



According to our analysis on the four factors of price setting, we conclude that there is still opportunity for RCTI to increase its current rates. RCTI discounts are needed to be adjust to attract more advertisers but still not jeopardizing its targeted profit.



Considering the roles and functions of advertising agencies, RCTI should maintain its relationship with those agencies, especially with agency leaders. In addition, RCTI's marketing resources should also be dedicated for direct selling, particularly for sponsorship, block-time and to big accounts.



To motivate account executives, RCTI should develop an attractive compensation plan based on their performances and achievements. In addition, RCTI should provide training programs for them, especially for young and inexperienced ones.

In order to tangibilized RCTI service, RCTI should provide a main waiting room, create a dress code, and install an outdoor corporate logo on the main building.



Research location: PT Rajawali Citra Televisi Indonesia

Supervisor: Tomthy J. Malloy, MBA

Accepted: 7 December 1990