PROPOSED MARKETING STRATEGY FOR RELIABILITY DATA CENTER IN BANDUNG (CASE STUDY: WHOLESALE BUSINESS UNIT OF PT RELIABILITY IN WEST JAVA)

• Main Author: Octaviari, Indri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53112
• Institution: Institut Teknologi Bandung

Currently, the ICT industry is growing very fast. In addition, the internet users in Indonesia is continue to increase every year. The occurrence of this phenomenon makes data centers increasingly needed by the most ICT companies. Besides that, the Indonesia’s government encourage all the ICT local and multinational players in Indonesia to store their server in the data center within Indonesia region. However, along with the increasing the data center need in Indonesia has made many local and international ICT players are competing to build data centers in Indonesia. The Wholesale Business Unit in West Java is a division of PT Reliability that focused on providing a data center service for wholesale segment customers in West Java. However, the Wholesale Business Unit in West Java has experienced fluctuating revenue performance for its data center in Bandung in 2019-2020, and was exacerbated by not achieving the revenue target in 2019. To overcome these business problems, this research will formulate the appropriate marketing strategy by analyzing the external and internal environment of the Wholesale Business Unit in West Java through primary and secondary data collection. The result of environmental analysis are the strengths, weaknesses, threats, and opportunities (SWOT) of the Reliability data center in Bandung. After obtaining the root causes from the SWOT analysis, this marketing strategies is plan. This plan contains appropriate marketing activities for the Wholesale Business Unit West Java which are through conduct a synergy marketing between the PT Reliability branch offices throughout West Java, social media utilization, customer loyalty program, and create other marketing media promotion. The fourth strategies are an effective solution to acquire new customers in order to increase the revenue of the Reliability data center in Bandung to achieve the target revenue.