MARKETING STRATEGY FOR CONTENT DELIVERY NETWORK SERVICE

• Main Author: Dewantara, Gandhi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/37897
• Institution: Institut Teknologi Bandung

Telecommunication industry nowadays facing high challenge of providing reliable and fast network speed due to the fact that internet content being much larger than ever before. High demand of end user making the Enterprise, who has digital content, asking for more sophisticated network connectivity from Telco player. To answer this challenge, recently Telco invented Content Delivery Network (CDN), a new method of accessing internet by caching the content and distribute this content through CDN Server across the world. This method, however is not yet popular among enterprise. PT Telekomunikasi Indonesia International (Telin) is one of Telco player who has CDN as their offering in Indonesian market. While projecting CDN to replace IP Transit as main revenue contributor, Telin currently facing challenge to sell CDN in Indonesia, with the revenue keep declining over time. This final project was aimed to help Telin identify new marketing strategy to increase CDN sales in Indonesia, through collecting external and internal data analysis using marketing tools such as PEST, 5 Porter Forces, and Competitor analysis for external, and 4Ps analysis for internal scanning. Thus, the SWOT analysis was established from this database, to further create TOWS matrix strategy to answer Root Cause of Telin’s lack of CDN sales. The result of this research shows that there were 3 (three) business strategies that can be implemented to answer the Root Cause, which are through New Digital Approach, Improving CDN Core Value, and Expanding the Market Size.