Proposed Business Strategy for T-Cash

• Main Author: Arunika Utami 29116484, Ayu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25966
• Institution: Institut Teknologi Bandung

Telkomsel is a leading provider of mobile phone service providers in Indonesia which is famous with variety of the products. One of the product is Telkomsel mobile financial service or famous as T-Cash by Telkomsel. T-Cash itself has been developed by Telkomsel from 2007, but this product itself is newly known in 2015 after Telkomsel developed T-Cash by using the NFC feature. In 2016, T-Cash reach 10 million subscriber but T-Cash main problem is from the customers, there is a huge gap between active users and the total users of T-Cash, which has an impact on the performance of T-Cash which is not optimal, as seen from T-Cash's revenue contribution only reach 5.8% from total Telkomsel's revenue in 2017. <br /> <br /> To help solve the problems being faced by T-Cash, a theoretical approach is used by using I / O models by Hitt et al (2011). By using this theoretical approach, the exploration carried out is to use exploration in the external environment of the company by using environmental analysis in general, the industrial environment of T-Cash, competitor analysis of T-Cash and analyzing consumers from the electronic money industry in Indonesia, especially T-users Cash. So from this analysis, there are threats that T-Cash will face in the electronic money industry and its weaknesses. <br /> <br /> The process begins with the search for the T-Cash business strategy which is a differentiation strategy through product bundling, determining a new STP for T-Cash and also submitting a functional strategy in the field of human resources that requires development, T-Cash distribution channels that still need to be expanded to make it easier for consumers to get and use their services as well as interactive marketing strategies through social media that should be explored more by T-Cash. <br /> <br /> In the implementation section, including activities, budget schedules and estimates for the next 6 months, from November 2018 to April 2019. Business strategy implementation plan to formulate the business strategy to be carried out. STP implementation plan to formulate STP. Plan for the implementation of functional strategies in the field of human resources, distribution channels and marketing. <br />