Marketing Communication Strategy for Maintaining Market Position Amid the Price War Phenomenon in the Creative Industry: Case Study of Cakrawala Fotografi, Bandung Regency

Abstract

This study examines the implementation of the marketing communication mix at Cakrawala Fotografi in Bandung Regency to maintain its market position, while also identifying managerial challenges and their strategic solutions. The study employs a qualitative approach with a single case study design focused on the strategic authority of the business owner-manager. Data were collected through in-depth interviews and physical and digital observation, then analyzed using thematic analysis and validated through technique triangulation. The findings show that, despite a limited promotional budget and high price sensitivity, Cakrawala Fotografi has maintained its market position through value-based communication. Tactically, the company optimizes interactive marketing on organic social media to strengthen its brand image and showcase physical evidence. This is combined with direct marketing and personal selling as instruments for educating clients about service quality. From the perspective of internal management control, this marketing communication strategy filters for a specific upper-middle niche market and safeguards the integrity of the company’s rates amid unhealthy price competition.