IndiHome product marketing strategy PT. Telekomunikasi Indonesia, Tbk Witel Denpasar Bali
Keywords:
IndiHome product, marketing mix, marketing strategy, SWOT analysisAbstract
PT. Telekomunikasi Indonesia, Tbk is a State-Owned Enterprise (SOE) company engaged in Indonesian telecommunications with IndiHome products, which was first launched in 2015, which is a combination of types of telecommunications products, services, information, media, and edutainment consisting of services telephone (voice), data (high-speed internet with fiber-optic), and a picture or IPTV (UseeTV) in one access network or known as triple-play services. PT. Telekomunikasi Indonesia, Tbk Witel Denpasar Bali is a Telecommunication Region (Witel) Regional Division 5-Surabaya Telkom Indonesia in marketing IndiHome products in 2018 reaching 28,037 thousand users. However, this number of users is still not following the target in 2018. The purpose of this study is to analyze the marketing strategy of STP (Segmenting, Targeting, Positioning) of IndiHome products in 2019, knowing the Marketing Mix applied by PT. Telekomunikasi Indonesia, Tbk Witel Denpasar Bali in marketing IndiHome products, and knowing the marketing strategies adopted by PT. Telekomunikasi Indonesia, Tbk Witel Denpasar Bali based on factors of strengths and weaknesses, opportunities and threats in achieving the effective increase of IndiHome users in the City of Denpasar and South Bali areas. In this study, the method used is a qualitative research method.
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