#TITLE_ALTERNATIVE#

• Main Author: (NIM 291 05 029), Ernawati
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6069
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> The growing mobile communication in Indonesia is prompting many companies to invest in cellular business. On coming several fixed wireless access and fully mobile communication operator will create tight competition among others. Telco company will focusing on customer need and want, through several strategies and fulfillment program. <br /> <br /> <br /> <br /> <br /> <br /> Main competitor FLEXI on CDMA market in West Java is ESIA. Since May 2006, ESIA have take over CDMA market leader. Pricing Strategy, aggressive promotion and creative helping ESIA to increase the sales volume and at the same time decrease churn. <br /> <br /> <br /> <br /> <br /> <br /> Competitive situation urge PT TELKOM to change business orientation from product oriented to market driven and customer driven oriented. How the company will develop competitive advantage through customer value, especially when the customer facing several choice on different product quality and type, price and vendors. This thesis will explain, how the certain factors will influence company competitive advantage, customer value need and the dominant factors for decision maker. <br /> <br /> <br /> <br /> <br /> <br /> Thesis apply descriptive method with simple random sampling technique. Sample of respondent is FLEXIs user and non-user in Bandung area. Analysis factor using 14 research variables which is part of 7 Ps marketing mix (Product, Pricing, Promotion, Place, Physical Evidence, People and Process). <br /> <br /> <br /> <br /> <br /> <br /> Developing the policies, strategies and marketing programs based on customer behavior will help to drive the company focus, sustainable growth and market <br />