PROPOSED BUSINESS STRATEGY FOR INDIHOME (CASE STUDY: PT TELKOM INDONESIA TBK)

• Main Author: Saffira Yusuf, Putri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63468
• Institution: Institut Teknologi Bandung

IndiHome is a home internet service consisting of landlines phone, internet and TV which was officially launched in 2015 by PT Telkom Indonesia. As one of the programs from Telkom's main project, IndiHome has shown rapid growth since it was just launched. According to the annual report, IndiHome is the market leader of fixed broadband services, holding 82.3% market share in 2020. However, it is shown that there is a significant decline of IndiHome's market share of 4.2% compared to the previous year. To analyze the research used internal and external analysis to formulate business strategy. The frameworks for internal analysis include STP Analysis, 7P Marketing Mix, Resource-Based View, VRIO Framework, and Porter's Value Chain, while for external analysis include PESTEL Analysis, Porter's Five Forces Model, Competitor Analysis and Customer Analysis. All data were collected by qualitative and qualitative methodologies with primary data collected from interviews, questionnaires, netnography and secondary data from annual reports, websites, books, articles and journals. SWOT analysis and SWOT matrix will be used to formulate strategies. The result indicates that to increase market share growth, a customer improvement strategy is needed which is carried out by improving the quality of services that can improve IndiHome's image in the customer's mind. The new bundling strategy and good synergy between Telkom and government could make Telkom able to develop and provide services in all regions in Indonesia. Market research to map potential customers based on data usage on cellular phones can also be conducted. Telkom can also carry out internal development in the form of gap analysis between the growth of market trends and Telkom's capabilities. By doing this, Telkom can continue to keep informed with developments that occur and stay agile with all changes.