EVALUASI STRATEGI PEMASARAN KARTUHALO KORPORAT DI JABOTABEK TERHADAP PERSAINGAN MOBILE BROADBAND DI INDONESIA

MUNANDAR, WIDI (2010) EVALUASI STRATEGI PEMASARAN KARTUHALO KORPORAT DI JABOTABEK TERHADAP PERSAINGAN MOBILE BROADBAND DI INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The writing of this final will discusses some marketing theory and practice in the world of cellular telecommunications industry in general and especially about kartuHALO corporate marketing at PT Telkomsel Regional Jabotabek that impacted on mobile broadband by cellular telecommunications operator with operations in Jakarta and surrounding areas. The data used are primary and secondary, whereby primary data obtained through interviews with internal sources and secondary data obtained from marketing books and web site addresses related to the subject of this thesis. Informant interview technique to use in-depth interviews. To obtain primary data, the author gathered while interviewing resource persons on matters relating to marketing of kartuHALO corporate Jabotabek Regional PT Telkomsel. In this study may conclude: the strategies undertaken PT Telkomsel, particularly in the Jabotabek Regional Corporate Account Management Division, Greater Regional Management has been satisfactory, but there are weaknesses and strengths as well as environmental threats in mobile telecommunications industry in addition to the existing opportunities in the SWOT matrix through an external analysis, competitive analysis and internal analysis. Evaluation kartuHALO corporate marketing strategies in Jakarta and surrounding areas to the existing mobile broadband competition in Indonesia only done by using the SWOT analysis, the Internal-External Matrix with a score of 2.95 for external factors and 2.75 internal factors or the company as generally in the growth with good stability.Penulisan karya akhir ini membahas tentang beberapa teori pemasaran dan prakteknya di dunia industri telekomunikasi seluler pada umumnya dan khususnya tentang pemasaran kartuHALO korporat di PT Telkomsel Regional Jabotabek yang terpengaruh pada persaingan mobile broadband oleh para operator telekomunikasi seluler yang beroperasi di Jakarta dan sekitarnya. Data yang digunakan adalah data primer dan sekunder, dimana data primer didapat melalui wawancara dengan narasumber internal dan data sekunder didapatkan dari buku-buku marketing dan alamat-alamat website yang berkaitan dengan topik pembahasan karya akhir ini. Teknik wawancara kepada narasumber menggunakan wawancara mendalam. Untuk mendapatkan data primer, penulis mengumpulkannya sambil mewawancarai narasumber tentang hal-hal yang berkaitan dengan pemasaran kartuHALO korporat Telkomsel Regional Jabotabek. Dalam penelitian ini dapat disimpulkan : strategi yang dilakukan PT Telkomsel khususnya di Divisi Corporate Account Managment Regional Jabotabek telah dilaksanakan dengan baik, namun terdapat kelemahan-kelemahan disamping kelebihannya dan ancaman di lingkungan industri telekomunikasi seluler disamping peluang-peluang yang ada dalam matriks SWOT melalui analisis eksternal, analisis persaingan dan analisis internal. Evaluasi strategi pemasaran KartuHALO korporat di Jakarta dan sekitarnya terhadap persaingan mobile broadband yang ada di Indonesia selain dilakukan dengan menggunakan analisis SWOT, Matriks Internal-Eksternal dengan skor 2,95 faktor eksternal dan 2,75 faktor internal atau dalam pertumbuhan dengan stabilitas yang baik.

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