PROPOSED MARKETING STRATEGY FOR PIJAR SEKOLAH (CASE STUDY: TELKOM REGIONAL 3 PT. TELKOM INDONESIA)

• Main Author: Puspawardani, Herfina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52320
• Institution: Institut Teknologi Bandung

PT Telkom Indonesia as a telecommunication company which provides PIJAR Sekolah as an integrated digital education platform that will connect schools, teachers, students, and parents. It is a combination of digital learning media and information management system which beneficial for learning activities at school institutions. It is facing the problem that the PIJAR Sekolah’s sales target in Telkom Regional 3 has not been achieved that can be seen from the realization of trial into subscription scheme is still low. This research aims to help the company in facing their business issue using environmental analysis which contains of internal and external analysis with the additional of SWOT analysis. From the analysis result, the author found that there are several root cause analysis. First, the values of PIJAR Sekolah have not been delivered. Second, there is a digital divide occurs. Third, the sales representatives handle numerous of customers for each account manager from various customer segments. Fourth, the sales representatives do one by one approaching to the customer. The last is, the big number of targets for each sales representative. The author proposes the new Segmentation, Targeting, and Positioning (STP) as well as the new marketing mix to the company. Moreover, there are proposed new marketing activities for PIJAR Sekolah which are doing the mobile telemarketing activities, doing the Omni Channel activities, creating MoU with the Ministry of Education and Culture, approaching community by doing gathering in each Wilayah Telekomunikasi (Witel), creating agreement with sales channel in each witel, giving free trial for three until six months period, doing the paid social media advertising, updating SEO, continuing product innovation, maintaining & improving the product and service, and creating CSR activity.