Competitive Strategy Redesign Indonesian Film Industry (Case Study of Perum Produksi Film Negara)

Abstract

The aim of this research is to analyze the competitive strategy of the Indonesian film industry by testing samples at the State Film Production Company (PFN) as the only state-owned company operating in the film industry. In analyzing the competitive strategy, an analysis was carried out using financial ratio analysis by looking at the financial performance of the State Film Production Company (PFN) for the period 2015 – 2021. Then an assessment was carried out using the Corporate Life Cycle approach to determine the company’s positioning amidst the development of the film industry both at the national and international levels. The type of research used is descriptive with the data source used is secondary data. Secondary data in this research is the Financial Report of Perum PFN for the period 2015 – 2021. The financial ratios used as analytical tools are liquidity ratios, leverage ratios, profitability ratios, activity ratios and market value ratios. Overall research results referring to the company’s financial ratios show that positioning PFN in the Infant category, there is a high probability that the business will die due to lack of sales with negative cash flow conditions. So, in order to be able to compete in the national film industry, it is necessary to redesign appropriate and efficient competitive strategies.