PROPOSED MARKETING STRATEGY OF PT. TELEKOMUNIKASI INDONESIA’S INTERNAL STARTUP IN ARTIFICIAL INTELLIGENCE INDUSTRY; CASE STUDY OF VENTURE V

• Main Author: Adiyuga Pratama, Chandra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45739
• Institution: Institut Teknologi Bandung

Venture V is a startup of PT. Telekomunikasi Indonesia Tbk, which is engaged in artificial intelligence industry. Artificial intelligence that was innovated by Venture V is a chatbot feature aimed for business owners in Indonesia that is expected to help their processes in serving consumers. This concept was created to support Indonesia's national program to encourage the growth of startups and the digital economy and realize Indonesia The Digital Energy of Asia. This research seeks to assist Venture V in increasing their brand awareness for the creation of optimal use of technology for business owners in Indonesia. In this study, the author will discuss the current condition of Venture V by analyzing internal factors first by using the STP method and Marketing Mix. Having known the current internal conditions, the author will compare the internal conditions with the external chatbot industry conditions in Indonesia using the PEST Analysis method, Porter’s Five Forces, Competitor Benchmark Analysis, and Customer Analysis. In this customer analysis, we will see what do the potential customers of chatbot industry wanted compared to the current performance of Venture V and the data will be analyzed by using Importance-Performance Analysis and Multiple Linear Regression Test to determine what factor that affect the purchasing decision of a customer in chatbot Industry. After conducting internal and external analysis, the results of the analysis will be transferred using the SWOT Analysis method in which all internal strengths and weaknesses in Venture V will be searched and also look for opportunities and external threats. The next step is to plan a Marketing Strategy for Venture V to create increased brand awareness using the TOWS Matrix method. The marketing strategy recommendations given aim to increase brand awareness of Venture V and also to increase awareness of the chatbot feature for business owners to maximize productivity in their business.