Paper Title
Business Development Strategies: Innovation and Process Optimization for Competitive Advantage

Abstract
This study examines the impact of digital transformation on traditional media industries, with a focus on PT Radio Swara Gadjah Mada. The evolution of digital technology, including the rise of social media, podcasts, and streaming services, has significantly challenged the dominance of radio broadcasting in Indonesia. PT Radio Swara Gadjah Mada's case highlights the importance of innovation and process optimization in staying competitive. By leveraging data analytics and adopting digital platforms, the company has adapted its strategies to meet changing consumer preferences and engage a broader audience. The application of business development theories, such as the SWOT analysis and the Ansoff Matrix, further demonstrates how the company navigated the shifting media landscape. This research underscores the need for businesses to embrace digital transformation, enhance customer engagement, and optimize processes to achieve sustainable growth. Future studies may explore the long-term financial and market competitiveness outcomes of these strategies.. Keywords - Business Development, SWOT Analysis, Ansoff Matrix.