Analisis Strategi Repositioning PT XYZ dalam Perspektif Framework for Strategic Repositioning

Abstract

Repositioning merupakan keputusan strategis dalam manajemen merek yang menentukan kemampuan organisasi mempertahankan relevansi di tengah perubahan pasar, terutama pada organisasi jasa kreatif berbasis digital. Penelitian ini dilatarbelakangi oleh keterbatasan kajian repositioning pada agensi digital skala kecil-menengah dari perspektif Public Relations, khususnya dalam konteks education and impact di Indonesia. Penelitian ini bertujuan menganalisis proses repositioning PT XYZ dari Sustainability Communication Partner menjadi Education and Impact Digital Creative Agency menggunakan Framework for Strategic Repositioning yang mencakup nilai strategis inti, fleksibilitas strategis dan pembelajaran, kepekaan terhadap pelanggan, orientasi eksternal, komitmen manajemen, serta keyakinan terhadap produk dan merek. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus instrumental. Data dikumpulkan melalui observasi partisipatif selama program Job Training pada Juli–September 2025, wawancara semi-terstruktur dengan empat informan kunci, dan analisis dokumen internal perusahaan. Data dianalisis secara tematik dengan pendekatan deductive coding. Hasil penelitian menunjukkan bahwa repositioning dipicu oleh ketidaksesuaian antara positioning awal, kapabilitas internal, dan kebutuhan pasar. PT XYZ menunjukkan kekuatan pada komitmen manajemen, fleksibilitas strategis, dan pemahaman pelanggan, tetapi masih perlu memperkuat orientasi eksternal, validasi pasar, dan penyelarasan internal. Studi ini menegaskan bahwa repositioning agensi digital tidak hanya berkaitan dengan perubahan pesan merek, tetapi juga dengan kesesuaian antara aspirasi brand, kompetensi organisasi, dan legitimasi pasar. Temuan ini berkontribusi pada pengembangan kajian Public Relations strategis dan memberikan implikasi praktis bagi organisasi jasa kreatif dalam merancang repositioning berbasis riset pasar dan kapabilitas internal.

Repositioning is a strategic brand management decision that shapes an organization’s ability to maintain relevance in changing markets, particularly for digital-based creative service organizations. This study is motivated by limited research on repositioning in small and medium-sized digital agencies from a Public Relations perspective, especially in education and impact-oriented services in Indonesia. It aims to analyze the repositioning process of PT XYZ from a Sustainability Communication Partner to an Education and Impact Digital Creative Agency using the Framework for Strategic Repositioning, which covers core strategic values, strategic flexibility and learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. This research employed a qualitative instrumental case study. Data were collected through participant observation during a Job Training program from July to September 2025, semi-structured interviews with four key informants, and analysis of internal company documents. The data were examined using thematic analysis with deductive coding. The findings show that repositioning was driven by a mismatch between the initial positioning, internal capabilities, and market needs. PT XYZ demonstrated strengths in management commitment, strategic flexibility, and customer understanding, but still needs to strengthen external orientation, market validation, and internal alignment. This study confirms that digital agency repositioning is not merely a change in brand messages but a strategic alignment among brand aspirations, organizational competencies, and market legitimacy. The findings contribute to strategic Public Relations scholarship and offer practical implications for creative service organizations in designing repositioning based on market research and internal capabilities.