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10 Business Development Strategy of Private

Public Accounting Firms in the Industry

4.0 Digital Era – Case Study in Kap XYZ.

Ilham, Agung Nugroho Soedibyo

PURPOSE

This research aims to study and analyze the ability of KAP XYZ in brand development and differentiation strategies for
non-audit services with the limited of human resources and business development strategies.

STUDY DESIGN/METHODOLOGY/APPROACH

This research method is a descriptive qualitative research, through literature research, observation, interviews and
questionnaires to obtain qualitative information.

FINDINGS

The results of the study indicate the need to develop professional competence in facing technological changes,
focus on developing non-audit services within the framework of applying the XYZ KAP differentiation strategy and
developing new marketing strategies and TOWS in order to expand the KAP market segment for supporting the
development of the MSME industry.

ORIGINALITY/VALUE

KPA XYZ provide the differentiated image on offering ERP services with an affordable financing program for MSMEs,
improve promotion program through internal marketing to encourage business development. Further research can
develop the human capital in public accounting firms and marketing strategies through digital media.

Keywords
Digital era 4.0; business development strategy; MSME

JEL Classification
M. Business Administration and Business Economics • Marketing • Accounting • Personnel Economics

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