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PROPOSE MARKETING STRATEGY INDIHOME

PRODUCT FOR PT. TELEKOMUNIKASI


INDONESIA Tbk.
CASE: TELKOM REGIONAL 3

THE FINAL PROJECT

BY:

MILA MUJAADILAH

NIM: 29115053

Master of Business Administration Program

School of Business and Management

Bandung Institute of Technology

2017
USULAN STRATEGI PEMASARAN PRODUK INDIHOME UNTUK
PT. TELEKOMUNIKASI INDONESIA Tbk.
CASE: TELKOM REGIONAL 3

Mila Mujaadilah
NIM: 29115053

School of Business and Management


Institut Teknologi Bandung, Indonesia
mila.mujaadilah@sbm-itb.ac.id

ABSTRAK

Teknologi, sekarang, berkembang pesat terutama dalam hal informasi dan komunikasi, yang
memicu masyarakat modern untuk mendapatkan layanan praktis, mudah dan efisien. Hal ini
mengakibatkan meningkatnya konsumsi dan kebutuhan internet di masyarakat. Dengan
demikian, di indionesia memerlukan jaringan yang handal agar dapat memberikan kinerja
yang konsisten sesuai dengan kebutuhan tersebut. Telkom Indonesia sebagai operator
telekomunikasi terbesar, telah membangun infrastruktur menggunakan serat optik sebagai
transmisi sekaligus meluncurkan layanan televisi interaktif dengan teknologi IPTV (UseeTV)
dengan paket bundling penagihan tunggal yang disebut IndiHome.

Telkom Indonesia saat ini menghadapi daya saing yang ketat di bidang bisnis telekomunikasi.
akhir-akhir ini, pada pertengahan tahun 2016 Telkom Indonesia khususnya di Regional 3
telah mengalami tingkat churn yang tinggi. Untuk menghadapi daya saing ini Telkom
Indonesia perlu kelayakan untuk Produk Indihome dan strategi pemasaran yang tepat yang
perlu diimplementasikan untuk mendukungnya ke pasar. Untuk mendasari penelitian ini,
digunakan teori Manajemen Berbasis Pasar oleh Roger J. Best yang dapat memahami potensi
pelanggan dan diketahui faktor apa yang perlu ditingkatkan untuk menarik lebih banyak dan
mempertahankan pelanggan produk IndiHome. Untuk mengumpulkan data tersebut, peneliti
menggunakan Focus Group Discussion untuk mendapatkan pemahaman perilaku, preferensi
dan pengalaman pelanggan.

Untuk merumuskan solusi, analisis situasional dilakukan agar mendapatkan akar


penyebabnya. Analisis situasionalnya adalah, analisis pemindaian lingkungan eksternal terdiri
dari, PEST, analisis Industri dan analisis pesaing. Untuk lingkungan internal pemindaian
terdiri dari sumber daya perusahaan, analisis bauran pemasaran dan segmentasi berbasis
kebutuhan. Terakhir digunakan riset pasar yang terdiri dari desain penelitian, pengambilan
sampel data dan analisis data.

Hasil analisis ditemukan bahwa akar penyebab masalah adalah pelanggan merasa tidak puas.
Dari analisa peneliti diusulkan untuk menerapkan strategi pemasaran untuk menarik lebih
banyak dan mempertahankan pelanggan. Strategi yang diusulkan adalah dengan
menggunakan penetrasi pasar produk IndiHome, positioning strategy, peningkatan kualitas
layanan, peningkatan retensi pelanggan, strategi harga, promosi pasar tentang App My
IndiHome, Strategi Komunikasi menggunakan komunikasi push untuk mempertahankan
basis pelanggan dan menarik komunikasi untuk menarik lebih banyak pelanggan dan Buka
gerai di tempat umum.

Kata kunci: Strategic Marketing, Fiber Optic, IPTV Services.


PROPOSE MARKETING STRATEGY INDIHOME PRODUCT FOR PT.
TELEKOMUNIKASI INDONESIA Tbk.
CASE: TELKOM REGIONAL 3

Mila Mujaadilah
NIM: 29115053

School of Business and Management, Master of Business Administration Program


Institut Teknologi Bandung, Indonesia
mila.mujaadilah@sbm-itb.ac.id
Final Project Advisor: Dr. Ir. Yuni Ros Bangun, MBA

ABSTRACT

Technology, now, rapidly growing particularly information and communication, triggering


a modern society to get a practical services, easy and efficient. This resulted increased
consumption and needed of internet in the society. Thus, require a reliable network be able
to provide a consistent performance fit with those requirements. Telkom Indonesia as on of
the biggest operator telecommunications, has built an infrastructure use a fiber optic as a
transmission also launch an interactive television services with IPTV technology (UseeTV)
with single billing bundling package called IndiHome.

As Telkom Indonesia now face the competitiveness in the field of telecommunication


business, lately, during mid-year 2016 Telkom Indonesia especially in Regional 3 has go
through a churn rate in mid-year 2016. To face this competitiveness Telkom Indonesia
need to now the feasibility of Indihome product and appropriate marketing strategies that
needed to be implemented in order to support it to the market. The underlies this study,
using the theory of Market-Based Management by Roger J. Best that can understand the
potential of customers and it is known what factors need to be improved in order to attract
more and retain customers of IndiHome product. To gather it data, researcher use Focus
Group Discussion to get understanding behavior, preferences and experiences of
customers.

In order to formulate the solutions, the situational analyses were conducted to find the root
cause. The situational analyses was, external environmental scanning consist of PEST,
Industry analysis and competitor analysis. For internal environment scanning consist of
company resources, marketing mix analysis and need-based segmentation. Lastly use
market research consist of research design, data sampling and data analysis.

The result of analysis were found that root caused of the problem that customers feel
unsatisfied. From the analysis researcher is proposed to implement the marketing strategy
to attract more and retain customers. The proposed strategy is using market penetration
Indihome Product, positioning strategy, increase high quality of service, improve customer
retention, price strategy, market campaign about My IndiHome App, Communication
Strategy use push communication to retain customer base and pull communication to
attract more customers and open booth in public area.

Keyword: Strategic Marketing, Fiber Optic, IPTV Services.


VALIDATION PAGE:

PROPOSE MARKETING STRATEGY INDIHOME PRODUCT FOR PT.


TELEKOMUNIKASI INDONESIA Tbk.
CASE: TELKOM REGIONAL 3

By:
Mila Mujaadilah
NIM: 29115053

Magister of Business Administration Program


School of Business and Management
Institut Teknologi Bandung

Approved,

Final Project Advisor,

(Dr. Ir. Yuni Ros Bangun, MBA )

iii
ACKNOWLEDGEMENT

Praises to Allah SWT for the gift and grace, so the author can finish this final project as one
of the requirement to complete study in Magister of Business Administration Program in
Bandung Institute of Technology. The author fully realized this thesis and this research
cannot be finished without the help of various parties, therefore, the author would like to
thank to:
1. Ibu Yuni Ros Bangun as thesis advisor for her patience, support, knowledge, and
direction to help the author in finishing this final project.
2. My father Agus Sholahudin and mother, Cucu Mulyati for all the unlimited support
and love.
3. All of the Knowledge Management & Study Case Division of PT. Telekomunikasi
Indonesia Tbk., for the knowledge sharing and unlimited help during the internship
period and during the research period.
4. The lectures and staff of MBA ITB.
5. Ukhti-ukhti sholehah: Erryn kanjeng and Debby debowrah who gave tips on
marketing strategy. Dita mbayu and Dea mikami who always give an endless
support. Thank you girls.
6. MLM team: Laila, we always together a friend next door, an intern friend and thesis
buddy, her boarding is always a place to stop, always allow me to hitchhiking with
her complaint 'mila, you heavy'. Thank you laila. Meigi, who likes to give advice a
way out for my thesis, and spirit with her joke. Meigi your the best. And thank you
for our friendship
7. My entire MBA ITB batch 53 especially 53 class B for the amazing year and
endless support.
8. And lastly but not least, my dearest fianc, Mindit Eriyadi, who would listen to my
complaints, who always give tips to facing my thesis advisor and patiently deal with
my mood who always up and down.
Finally, the author hope this final project will provide benefits for author and reader. Critics
and suggestions are needed for improving this final project becomes worthwhile.

Best regards,

Mila Mujaadilah
TABLE OF CONTENT
LIST OF TABLES

Table 2.1 Comparison of quantitative and qualitative research approaches .................... 15

Table 2.2Employee Expectation of Kampiun .................................................................. 18

Table 2.3 Employee Expectation of Kampiun (Contd) .................................................. 19

Table 2.4GAP Analysis ................................................................................................... 20

Table 2.5 AHP Weighting Criteria .................................................................................. 23

Table 2.6AHP Criteria First-Third Iteration .................................................................... 24

Table 2.7AHP Criteria Consistency Check ..................................................................... 24

Table 2.8AHP Objective Iteration (Culture Criteria) ...................................................... 25

Table 2.9AHP Objective Consistency Check (Culture Criteria) ..................................... 26

Table 2.10AHP Objective Iteration (Technology Criteria) ............................................. 26

Table 2.11AHP Objective Consistency Check (Technology Criteria) ............................ 27

Table 2.12AHP Objective Iteration (Process Criteria) .................................................... 27

Table 2.13AHP Objective Consistency Check (Process Criteria) ................................... 28

Table 2.14AHP Objective Iteration (Quality Criteria) .................................................... 29

Table 2.15 AHP Objective Consistency Check (Quality Criteria) .................................. 30

Table 2.16AHP Analysis Summary Result ...................................................................... 30

Table 2.17 Types of Sampling Method............................................................................ 35

Table 2.18 Interview Framework ..................................................................................... 36

Table 2.19 Detail of Kampiun 2013-2015 ....................................................................... 40

Table 3.1Kampiun Strategy Road Map ........................................................................... 47

Table 3.2 Kampiun Strategy Road Map (Cont'd) ............................................................ 48

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LIST OF FIGURES

Figure 1.1 Result of KM implementation (2012) .............................................................. 1

Figure 1.2 PT. Telekomunikasi Indonesia, Tbk. Logo ...................................................... 2

Figure 1.3 PT. Telekomunikasi Indonesia Tbk. 2016-2020 Strategy Framework............. 5

Figure 1.4 PT. Telekomunikasi Indonesia Tbk. 2016-2020 Strategy Initiative................. 6

Figure 1.5 Organizational Chart of PT. Telkom Indonesia Tbk. ....................................... 8

Figure 1.6 From Aspiration to Innovation ......................................................................... 9

Figure 1.7 Kampiun upload vs access 2013-2015 ........................................................... 10

Figure 2.1 Conceptual Framework .................................................................................. 12

Figure 2.2 Research Methodology ................................................................................... 13

Figure 2.3 GAP Fit Diagram ............................................................................................ 16

Figure 2.4 Kampiun Process Flowchart ........................................................................... 17

Figure 2.5 AHP hierarchy of goals, objectives, and alternatives ..................................... 21

Figure 2.6 General Strategic Map .................................................................................... 32

Figure 2.7 Kampiun Upload and Accesed data 2013-2015. ............................................ 38

Figure 2.8 Current Situation of ICT based in Internet Users ........................................... 39