RECOMMENDATION ON MARKETING STRATEGY OF PT. RAHAJASA MEDIA INTERNET (RADNET) BANDUNG

• Main Author: Kusuma Dewi (NIM 291 05 061), Citra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5899
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> <br /> <br /> Information technology growth these days have resulted on expanding growth of internet users and Internet Service Provider (ISP). There is a very tight competition in internet industry, every ISP serving consumer with internet service that offering solution with affordable price and interesting product package. Tight competition in internet industry have pursue PT. Rahajasa Media Internet (Radnet) to formulate special strategy and marketing strategy by considering behavior of internet users so that Radnet can stay dan expand in internet industry. PT. Rahajasa Media Internet (Radnet) also claimed to continuously improve quality, giving highest standard in service and give best solution for consumer. <br /> <br /> <br /> <br /> <br /> This research is aim to design marketing strategy for Radnet Bandung. This Research is using questioner survey on Radnet Bandung dial up personal consumer and personal internet users in Bandung region. <br /> <br /> <br /> <br /> <br /> Result of survey at Radnet Bandung personal up dial consumer and personal internet users in Bandung region indicate that they are people who are concern about value of money, they have a lot of consideration on buying technological goods like internet, since internet for them is not a primary needs. These kinds of people are critics, and have a lot of demand on internet product and service from ISP. They demand fast access, affordable price, and empathy form Radnet, where Radnet have to understand about needs of consumer based on their characteristics. <br /> <br /> <br /> <br /> <br /> Various proposed suggestion from result of this research is marketing strategy using Strategic Business Triangle concept or STV-Triangle with nine element to form Radnet s grand design. Each component in STV-Triangle has it own role and will assist Radnet in winning its tight competition. The role of Strategy Component is to win mind share, role of Tactics component is to win market share and role of Value component is to get heart share. <br />